Too many people are not having their housing rights and needs met - overcrowding, unaffordability, unhealthy and unsafe homes, and a lack of availability are impacting a large swathes of the population.
Te Kāhui Tika Tangata, the Human Rights Commission of New Zealand (HRC) launched an inquiry to understand people’s experiences of housing, to generate solutions for the housing system, and to promote the human right to a decent home.
HRC engaged For Purpose to develop the digital engagement and creative strategy to support this campaign. The campaign strategy posed a challenging brief, calling for engagement across a wide range of the public, from those in the Housing Development sector, to those renting overcrowded unhealthy homes. It also needed to be grounded in Te Tiriti o Waitangi, the agreement between our colonial government and indigenous Māori, meaning a collaborative approach was required from the start.
We partnered with Tapu Tapu to design an approachable brand with a distinct local flavour, grounded in māoritanga, and accessible to all. We designed and built an engaging website that asks users to share their experiences of housing, to generate feedback from the inquiry, as well as content for on-going promotion of the campaign. Finally, we designed a simple social media strategy that could be delivered by the small in-house team at HRC to help motivate the audience to share their stories and help spread the word on this campaign.