Aotearoa Humanity Project: Crowdsourced Storytelling

Details

ACC is seeking to engage a partner to manage a crowd sourced, digital storytelling campaign for promoting kindness, empathy and compassion, the “Aotearoa Humanity Project”. This campaign only shares stories that highlight protective factors for violence. The campaign is purposefully not branded as a violence prevention campaign, to allow safe engagement with those not ready to engage in campaigns that are branded as violence prevention due to denial, shame, or safety risks. The campaign must set the scene for the wider primary prevention work ACC and partners are undertaking, most notably behaviour change communications for Oranga Whakapapa.

The successful provider must be able to demonstrate strong networks in the social sector with established links to Māori and Pasifika communities in particular.

The campaign is anticipated to last at least two years and will use stories to demonstrate behaviours related to protective factors for healthy relationships, in order to normalize these behaviours. ACC’s evaluation findings show meaningful changes in audience attitudes and behaviours. Our research also shows the campaign provides a safe place for people to express themselves, have positive contact with others and grow positive feelings towards people who are different from them.

ACC wants to:
• Leverage and grow the existing fan base to draw a national audience while maintaining a strong focus on diversity in particular including high engagement with Māori and Pasifika populations.
• Use storytelling to build kindness, empathy and caring towards others, engaging New Zealanders to share personal and meaningful stories of themselves.
• Provide a place to connect up with others.
• Role model and create a safe space to be vulnerable.
• Continue the sharing and diffusion of ideas on resilience and community action.
• Encourage New Zealanders to be affirming and supportive towards each other.

Services:
• Campaign strategy and planning.
• Campaign overview, direction management and reporting.
• Campaign evaluation.
• Produce an agreed number of video, photo, and text stories of safe, healthy and respectful stories per month.
• Develop insights through analysis of feedback and comments.