Department of the Prime Minister and Cabinet, COVID-19 Group

Ethnic communications, Our Work

Navigate NZ Chinese Community successfully through COVID-19 lockdown

The brief

On 17th August 2021, New Zealand moved to Alert Level with an unprecedented variant of Delta was detected. The fast move to lockdowns had to make sure the critical information on public health and relevant policies was delivered timely and accurately to the community, specifically to the ethnic communities, with language and cultural barriers.  

Our client, the Department of the Prime Minister and Cabinet (DPMC) approached us to find the best solution to mitigate the language and cultural barriers with the ethnic community, specifically the Chinese community in Auckland, and to encourage them to access accurate translated information on the official website of covid19.govt.nz.  

Target audience

Ultimately, our target audience was focused on the Chinese community in Auckland. We aim to navigate the Chinese community using the official website of covid19.gobt.nz as the official and authorised translated information.

Our approach and execution

According to our extensive experience and insights into connecting with the NZ-Chinese community, the media usage of the Chinese community has enormously shifted from print media to social media, mostly on WeChat to access translated news and information from their networks.  

However, misinformation and disinformation on social media platforms are still a controversial topic during the pandemic. We are confident in being a gatekeeper to ensure our message is delivered accurately with a range of effective communication strategies:  

  • Selecting the ethnic media channels on WeChat and developing strategic media planning to promote the story  
  • Crafting a WeChat-friendly PR story with rich cultural elements that were suitable for our target audience to read and understand, as well as applying the same design elements to be consistent with the mainstream communication message. 
  • Partnering with the KOLs/influencers to engage them to influence and share the story with their networks.

The results

Our campaign successfully reached NZ-Chinese community, with receiving 37K page views (UV) on average regularly visiting covid19.govt.nz simplified Chinese page. The WeChat campaign received an impressive 327K total views (UV). Finally, our campaign received 11,016 WeChat shares during the campaign period.

Unexpectedly, the campaign was in the finalist of the Best Use of Social Media category by Pressie Award in 2022.

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