FIRE & EMERGENCY NEW ZEALAND
CELEBRATING FIRE & EMERGENCY NEW ZEALAND IN NORTHLAND
Our brief was to tell Fire & Emergency New Zealand’s largely untold Northland story. There were two key components to this.
The FENZ team’s commitment to the three-day Waitangi Festival needed to be communicated. In addition, messages of fire risk reduction over summer were also vital to share across the hot, dry months in a region at greater risk of fires.
Porter Novelli worked with FENZ National Office, local firefighters and stations to develop a plan to raise awareness of Fire & Emergency New Zealand’s involvement at Waitangi, its commitment to Tangata Whenua and promotion of summer’s ‘Check It’s Alright to Light’ campaign.
We worked with FENZ to create local Northland content – photography, videography and case studies featuring people from the community. This enabled the organisation to tell its own story with authenticity and local voices. The content was then used across paid, owned, earned and shared platforms in Northland and nationally.
- Northland radio and community print coverage, and national print and TV coverage was achieved in the lead up to Waitangi Day. The highlight was an opinion editorial on Stuff.co.nz featuring Fire & Emergency’s Northland iwi liaison officer Albert Cash which achieved significant positive online engagement.
- Risk reduction messaging and encouraging people to check if they could light a fire, and/or needed a fire permit, was featured in media from Boxing Day to New Year’s Day.
- Regular media spots for Fire & Emergency were secured on Radio NZ’s Summer Times show and on Ngati Porou FM, allowing regular public updates.
- The creation of uniquely local (in this case Northland) content was a model FENZ planned to use in other parts of the country thanks to its success at Waitangi 2019.