The #KiwisWelcome video, via VMLY&R, aims to confront how New Zealanders view refugees.
Dr Ann Hood, CEO of RASNZ, which works to support refugees’ transition to New Zealand, said a significant problem faced by people from refugee backgrounds is a lack of awareness about their journey to this country and their rights to a safe home. “New Zealand is a country that prides itself on community and inclusion. However, many refugees arriving in NZ continue to face prejudice about their right to belong and contribute within our society.”
“Once people from refugee backgrounds are settled in New Zealand, they are no longer refugees – a status you only have when you have no place to call home – they’re Kiwis, just like us,” said Dr Hood.
The video concept was created by VMLY&R New Zealand for RASNZ as part of VMLY&R Worldwide Foundation Day, where to celebrate the network’s first anniversary, VMLY&R closed all 82 offices across the globe for a day to give more than 6,500 employees the opportunity to support their communities through volunteer projects.
The agency worked with Exposure and Franklin Road to produce the video, which also features Madeleine Sami, Sonny Bill Williams and Golriz Ghahraman, the first refugee to be elected to New Zealand’s parliament.
“Once a refugee reaches our shore, they become Kiwi. They’re Kiwis, just like you and me. Looking to make a fresh start, free from war, free from torture, free from famine, persecution, and political upheaval – free from everything that makes a refugee a refugee,” says Helen Clark and others, in the #KiwisWelcome video.
“We’re extremely grateful to the incredible New Zealanders who generously stepped up from where they were around the world to give their time and their voices, before and during lockdown, to create a message of unity and inclusion,” said Kim Pick, ECD at VMLY&R. “And also to our partners at Exposure, Franklin Road, BCW and JCDecaux for joining us to support RASNZ and make #KiwisWelcome for World Refugee Day.”
Exposure’s Kevin Denholm said: “Exposure has a long history of involvement with refugees both in New Zealand and abroad so we were delighted to be able to get behind this campaign.”
Director Tim Parsons added: “It’s a cause we’re passionate about, and we really liked the way the idea played with social media as a flawed but powerful medium with huge potential to seed positive change. It was a really fun, collaborative process that evolved naturally and landed in a lovely place.”
CEO: Dr Ann Hood
Fundraising & Communications Manager: Mackenzie Koppel
Managing Director: James Mok
Executive Creative Director: Kim Pick
Art Director: Arizona Doolan
Copywriter: Josh Stuart
Senior Producer: Marty Gray
Account Director: Vinay Naran
Head of Social Media and Content Strategy: Bhavika Rambhai
Social Media & Content Specialist: Phoebe Joiner
Strategy & Experience Director: Ryan Sproull
Client Service Director Service: James Johnston
Business Director: Lou Watkin
Production Agency: Exposure International
Director and Editor: Tim Parsons
Producer: Craig Henderson
Sound Production: Franklin Road Studios
PR Agency: BCW
Senior Account Director: Jane Witcombe