New Zealand Aged Care Association
POLITICAL LOBBYING CAMPAIGN DEVELOPMENT
The New Zealand Aged Care Association is part of a sector at the forefront of the challenges of ageing in our society. As providers of aged residential care, they deal with people at their most vulnerable. We have worked with the Association for over a decade on their industry strategy and direction.
During many General Elections, we have managed government lobbying campaigns which have been successful in raising the awareness of the resources required to provide service to the rapidly increasing, aged population. Alongside the Association we have developed political, public and stakeholder engagement campaigns supported by attention-grabbing advertising, media content, an engaging campaign microsite and email communications.
The core message is to encourage people to “vote for the party that cares” – being the political party(ies) that support the chosen campaign issue, which is always about availability of care. The strong handle “Who Cares” has been used in every campaign and promoted publicly.
For each campaign, the approach and a fresh creative angle is generated based around one core issue within the aged care sector. Other issues are also communicated, but for clarity and strength of impact, one lead issue is always selected.
Every time, these activities successfully gained attention and engagement from the targeted political parties, emphasised by the programme being referenced in the House during the last campaign.