Limit the spread of COVID-19 in the community by sharing authentic person’s story

Aug 30, 2022 | BWC news, Client news, Ethnic communications, Our Insights

Bananaworks Communications is proud to partner with the Department of the Prime Minister and Cabinet to help coordinate the communication campaigns for Asian community groups in Aotearoa New Zealand.

Since August 2021, Bananaworks Communication has worked closely with the COVID-19 Group Campaigns and Channels Team to promote a range of campaigns on Chinese social media channels to inform Chinese communities about the actions taken by the NZ government on COVID-19. Our campaigns aimed to remove the language barriers and provide equitable access to public service information and facilitate a positive relationship between the communities and the government.

Highly regarded for its cross-cultural communication professionalism, Bananaworks Communications contributed to delivering the key messages to these communities by selecting appropriate media channels across various stages of the Traffic Lights system.

Last month, we fully produced two videos for online platforms that added to the series of the ‘Doing for Each Other’ campaign.

Having a solid sense of New Zealand immigrant’s voices, Bananaworks Team showed why behaviours that limit the spread of COVID-19 help to protect vulnerable people in communities by telling an authentic person’s story.

Two immigrant groups, Chinese and Indian, were targeted because they account for a large portion of ethnic groups in Aotearoa, and suitable talents were found from each group, an early childhood teacher in the Chinese community and a business owner in the Indian community.

For this campaign, featuring ‘everyday’ people instead of actors/actresses helps to better represent and resonate in Chinese and Indian immigrant communities. Kate Baker, the Manager of Campaigns & Channels team from the Department of Prime Minister Cabinet, explains that this creates an emotional connection with the target audience and encourages them to maintain healthy behaviours, “…so (by) sharing personal stories and most likely showing imagery of people close to them who are higher risk from COVID-19, including the nature and depth of the relationship.”

This media strategy was revised to suit the cultural values of Chinese and Indian audiences, “we recognise the benefits of extending this creative concept, so it resonates and applies to our Chinese-speaking and Indian communities”, Ms Baker highlighted.

These stories are now launched and available to watch on YouTube, Chinese social media, and on a range of Indian NZ owned radio station social media.

Maggie’s story for Chinese community: https://youtu.be/Oef83lIuqp4

Sonal’s story for Indian community: https://youtu.be/hNxjLs2j3vA

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