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CFFC and Media Design School collaborate on Be Royal campaign for Money Week

Posted to Money Week on 11-08-2017


Be Royal campaign Money Week

A group of design students from Auckland will see their work featured around the country in a new initiative to get young people focusing on debt.

The students from Media Design School were invited to come up with a campaign for this year’s Sorted Money Week. The winning idea will feature on billboards, at events and on social media.

They were set the challenge by the Commission for Financial Capability and given four weeks to create a concept that would appeal to young Pacific people.

The Commission’s Manukoloa Tim Swann said: “We’re really interested in getting young people talking and thinking about this stuff, before they’ve made too many big money decisions. 

“When looking to develop a design campaign for young Pacific people, we thought it was important to involve them throughout the whole process.  As I’m not exactly a young person any more, a collaboration with Media Design School helped us get a really authentic perspective.

“The young Pacific Islanders we’ve spoken to are keen to be in control of their money, but don’t get excited by some of the mainstream media images. They feel like it’s not reflective of them. So we had this idea of running a competition to see if they could create something more relevant.”

The winning team of four came up with ‘Be Royal’, a theme based around Pacific royalty.

Winning student Nic Seagrave said: “Our “Be Royal” concept plays on the idea of collective responsibility, where Pacific families don’t operate as individuals, but as a collective that support each other when in need. We wanted to empower Pacific youth by connecting this idea to royalty.

“And we wanted to create an eye-catching concept that sparked curiosity and discussion, mainly to aid in normalising the conversation around financial capability and debt.”

Not only has it given the students industry experience by responding to a client brief, but the work will also count towards the assessment marks for their course.

Tim said he was particularly taken with the references to indigenous Pacific royalty that exist across the Pacific. 

“The link for young Pacific people to their cultural heritage, which includes royalty, is an empowering message that we hope will reinforce the talk about taking control of your money.

“The icing on the cake is for the winners to see their design on walls around the country and feature prominently as part of the Commission’s digital messaging around Money Week.”

Simon Nicholls, Media Design School lecturer, said: “At Media Design School we work together with industry clients to offer live briefs for students.

“This provides them with real-life scenarios and allows them to not just learn design, but also client and project management, working to deadlines and working with diverse audiences.” 

What is Sorted Money Week all about?

Sorted Money Week is an annual series of events across New Zealand that focus on financial capability.

Our new-look Sorted Money Week website has information and resources. You can ask questions or share your experiences and tips about debt on the Sorted Community Forum.

Keep an eye on #MoneyWeekNZ and for regular updates on Money Week.  

Next: Minister helps launch 2018 Money Week

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