Te Taura Whiri I te Reo Māori: By rangatahi for rangatahi
Behavioural and Communications
As part of the lead up to the UNESCO Year of Indigenous Languages 2019, Te Taura Whiri i te Reo Māori (the Māori Language Commission) created a social media campaign to drive rangatahi engagement in the revitalisation of te reo Māori.
We partnered with Te Tura Whiri in delivering a series of workshops with rangatahi at wānanga across Aotearoa to design the core elements of the reo Māori revitalisation campaign. Guided idea generation and message exploration uncovered the high energy, breadth of ideas, and big vision rangatahi have for te reo Māori – from overcoming barriers to ideas and messaging that would frame the learning and use of te reo Māori as fun, easy, and popular.
The highly iterative research approach proved enormously successful – the outcomes of the ideas generated and what they represented formed the backbone for a brief to the communications agency.
Learnings from these workshops have also been used by Te Taura Whiri I te Reo Māori in their ongoing commitment to creating campaigns and messaging that will help drive rangatahi engagement in the revitalisation of te reo Māori. The workshops helped shape targeted initiatives and campaigns including #Kaitahi Matariki 2021 and #MyMihi moment 2020.
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