Puhimoana Ariki Collective named as provider for national bowel screening multimedia campaign

Tuesday, September 14, 2021 - 11:52

The National Bowel Screening Programme (NBSP) is pleased to announce the Puhimoana Ariki Collective as the successful provider for the national bowel screening multimedia campaign.

The campaign, which will launch in June/July 2022, will promote public awareness about bowel screening, with a focus on increasing participation, particularly for eligible Māori and Pacific people, and disabled people. It seeks to complement and enhance the comprehensive work done by district health boards, and to tap into the insights and knowledge they have gained through working with their communities.

The Puhuimoana Ariki Collective was chosen after a request for proposal (RFP) process.

NBSP Manager Cathy Whiteside says the panel was impressed with Puhimoana Ariki Collective’s credentials, commitment to communicating with Māori and Pacific audiences, and very strong community networks.

“Bowel screening participation rates for Māori and Pacific peoples are well below those for non-Māori, non-Pacific populations, and this campaign seeks to change that. This means developing the right messaging and delivering those messages in the right way, to the right people.

“Co-design is key to our approach, to help understand the barriers to screening, and what will motivate people to be screened. We are excited to be working with Puhimoana Ariki on this extremely important campaign.”

Puhimoana Ariki is a collective of three Aotearoa-owned agencies: Wawata Creative, Bright Sunday and The Digital Café.

Wawata Creative was established in 2014 by Inia Maxwell (Ngāti Whakaue, Ngāti Rangiwewehi) and Rongopai Stirling-Maxwell (Te Whānau-a-Apanui, Ngāti Porou, Ngāti Kauwhata, Ngāi Tahu). Based in Rotorua and Wellington, Wawata Creative has a focus on infusing authentic Māori cultural values and content into advertising.

Bright Sunday is a Pacific-owned and operated marketing, communications and creative agency based in South Auckland specialising in engaging Pacific and underserved audiences. Founded in 2010, Bright Sunday is led by Amatailevi Stella Muller (Samatau, Masina) and Robert Muller (Nukunuku).

The Digital Café is a Wellington-based media agency founded in November 2016 by Matt McNeil and Antony Young. It offers media planning, buying, measurement and management services.

Creative director Inia Maxwell says the agency is honoured and humbled to serve whānau, aiga and eligible audiences through the campaign.

“We thank the Ministry of Health for entrusting the Puhimoana Ariki Collective to deliver this important kaupapa to help save lives.”

Puhimoana Ariki strategy lead Amatailevi Stella Muller says the opportunity will help to advance Māori and Pacific marketing and advertising models and frameworks.

"This is an exciting opportunity for our collective to evidence and demonstrate a creative and campaign development process that truly embodies Māori and Pacific ways of engaging, thinking, working and creating.”

The campaign is being guided by a campaign advisory group that has broad sector representation. There is also ongoing input from a consumer rōpū, clinical advisory group, and communications advisory group.

The NBSP is free for people aged 60 to 74 years. It aims to save lives by finding bowel cancer at an early stage when it can often be successfully treated.


Page last updated: 28 February 2022