In celebration of the country’s most impressive PR, experiential and social media campaigns, StopPress chats to all the winners at The Pressies 2020. Fuse and Waka Kotahi NZ Transport Agency took home gold for ‘The Unsaid’ in the Best use of Social Media, Best Community Management Impact and Best Strategic Thinking categories.
StopPress: How did you crack the idea to get people sharing something that had never properly been discussed?
Brigid Alkema, executive creative diector, Clemenger BBDO: Families affected by drug driving are often too ashamed to share their own stories. So we knew we had to respect the families’ wishes, while finding a safe way to break the circle of silence.
We thought that if we found someone brave enough to put themselves out there and share their story, it would encourage others to share theirs too. We found Ashleigh, who broke that silence while promising the nation she would only return …