Are We There Yet? Women and Equality in Aotearoa

Overview

Are We There Yet? Women and Equality in Aotearoa was a home grown exhibition exploring the history of equal rights in New Zealand on the anniversary of women receiving the vote 125 years previously.

This exhibition would delve into the history of equal rights in New Zealand and touch upon challenging topics such as gender equality, equal pay, sexual violence, birth control and many area of political, social history and protest.

This exhibition is aimed at independent adults and featured a series of interactive areas where members of public could contribute their thoughts and feelings on the subjects being discussed.

The digital marketing campaign sought to highlight these key themes and offer digital experiences whereby our online audiences could also contribute.

My roles & responsibilities in delivering this marketing campaign included creative direction, film direction, campaign management, graphic design, social media, advertising & animation.

Bad Feminist

A core experience of the Are We There Yet? Women and Equality in Aotearoa exhibition included interactives whereby visitors could add to the ongoing dialogue around the main topics in the exhibition.

These interactive areas were deliberately analogue and involved individuals tying ribbons to frames to vote, designing and making protest signs or signing a modern scroll in solidarity. This approach spoke to the hands on approach to protest throughout the history of equal rights in New Zealand.

Our idea was to extend these experiences to wider audiences online through simple digital experiences that related to the analogue counterparts in the exhibition. One example of this was the ‘Bad Feminist’ concept where a user can ‘confess’ instances where they believe themselves to be bad feminists. The experience was anonymous just like the exhibition and led to some fantastic contributions and excellent user engagement.

Campaign

The digital marketing campaign for Are We There Yet? Women and Equality in Aotearoa utilised several different tactics to appeal to varied target audiences.

Research showed us a strong overall female audience with groups largely organised by age. In response to this I developed advertising with copy suited to each audience group referencing themes or phrases that would be relevant to them.

The core tactics to deliver this segmented marketing campaign included social media advertising, display advertising and interactive experiences.

Using lookalike audiences and our online customer database I used data to structure a promising visitor type and delivered a series of tactics over key periods.

Each audience group would be exposed to social media event listings, social media advertising, display banners, and content each customised include copy and references best suited to them.

Results

The Are We There Yet? Women and Equality in Aotearoa digital marketing campaign has received strong engagement online. Both fans and trolls have reacted to the digital messaging creating several powerful online advocates for the exhibition. Data has shown that certain audience groups responded in different ways to similar messaging and this information will further inform similar campaigns in the future.