In the lead up to Waitangi Day, Lush launched its Together for Te Tiriti campaign across Aotearoa and Australia with strategic communications support from Sling & Stone.
The campaign had a clear mission statement – to stand in solidarity with Māori leadership and tāngata whenua in opposition to the controversial Treaty Principles Bill.
Providing a platform to amplify the work of grassroots activist group ActionStation, the campaign saw marketing materials and the Ngāti Whakaue, rangatahi-led petition proudly displayed in Lush stores to create a safe space for conversation and progress across Aotearoa.
A limited-time soap was crafted to help support the campaign, named the Together for Te Tiriti soap – Lush Aotearoa’s first bespoke product in a decade.
Communities of ‘Lushies’ across the Aotearoa were quick to support the Together for Te Tiriti campaign, alongside its whānau in Australia, with the soap gaining momentum and selling out online within days of its release, and in-store petition signature targets hit – and surpassed – well before February 6.
Working closely with Lush, Sling & Stone was responsible for amplifying the campaign across earned media, fronted by Lush Aotearoa’s Advocacy and Activism Executive, Jessielee Pearce. In addition, Sling & Stone collaborated with content creators already using their platforms to educate audiences as vocal advocates of the cause, and working closely in consultation with tāngata whenua from inception to execution ensured authentic and meaningful storytelling with the mahi of ActionStation at the heart of it.
The campaign launched in stores from January 23 through to Waitangi Day.
100% of profits from all soaps bought will be donated directly to ActionStation to continue critical campaigning for Te Tiriti justice.
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