Burnett Foundation Aotearoa reposted this
Looking back over the last 12 months at YoungShand. we have created and achieved some great things, supporting truly meaningful outcomes for our client partners. Last year Burnett Foundation Aotearoa tackled a big issue; breaking down the harmful stigma around the use of certain words about HIV in conversations within gay communities. Facing a mix of views in NZ, our campaign 'Don’t be a D*ck Getting D*ck' had to be smart and sensitive. The tension lay in integrating a playful, non-shaming creative message and ensuring the media campaign met ASA standards, so we developed a sophisticated and collaborative data-driven media strategy. The campaign performance results were incredible... New Zealand Media & Entertainment (NZME) Podcast partnership featuring Kita Mean and Anita Wigl'it, reached a total of 1,800,950 impacts, with the podcast episode with x3 engagement to other eps. Countless conversations within social that drove discussion around the term ‘clean’. With 1,218 earned media shares of the content across social channels. 34,000 Student Listeners, with earned media discussion with the DJ’s discussing the campaign message and alternatives to offensive language. Our cross Channel video delivered over 550,000 views and a whopping 248% engagement rate. It wasn’t just about views, engagements and shares though. This campaign changed conversations and attitudes about HIV, setting a new benchmark for engaging in meaningful and impactful conversations around sexual health. And it was a whole lot of fun!