Fresh From the Field — Raise the Standard, by Strategy Creative

Ahead of our June 16 Workshop: No signal found – creating great campaigns without TV in Wellington we asked facilitator Chrissie Malloch to share a recent campaign Strategy Wellington was proud of. The Raise the Standard project is exemplary mahi, striving for social good outcomes through crafted storytelling.

The Brief:

A healthy home is crucial to social progress. Yet, over half-a-million Kiwis live in cold, damp and under-insulated rentals that impact their livelihood and health. In 2019, the government introduced new laws to ensure all Kiwis live in warm, dry and healthy rental. We partnered with Tenancy Services to create more than just information about legislation and compliance. We wanted to give renters a voice and landlords a desire to act.

The Design Response:

We created the Raise the Standard brand to challenge the “tough-it-out” Kiwi mentality about housing, start the hard conversation between renters and owners, and normalise the right to live in a cosy, dry home.

Through strategic research and audience testing, we defined our purpose and position as the voice of reason for both tenants and landlords. Turning knowledge into action, our strategy became the foundation for our name, voice and visuals.

Bringing the brand to life, we created (and continue to create) targeted campaigns that empathised with both sides by telling the same story through two-perspectives. The campaigns directed people to our website, created to provide tools, a simple breakdown of the standards and easy tips for both audiences.

Key components of the process:

Audience Engagement
Brand Strategy
Brand Identity
Naming
Copywriting
Campaigns
Photography
Videography
Media strategy

We’re in it for the long-haul. By educating and empowering Kiwis to be better and expect better, we’re creating long-term improvements for all friends and whānau.