OMD, McCann and TVNZ’s ‘Love creep’ campaign has won two golds at the 2026 M&M Global Awards.
Part of the Ministry of Social Development’s ‘Love better’ campaign, ‘Love creep’ aims to educate young people about coercive control in relationships. The campaign highlighted unsafe relationships by incorporating a storyline into Shortland Street featuring characters Poppy and Hendrix, showing patterns of coercive behaviour that can develop in unhealthy relationships.
The campaign was awarded Best Campaign for Pharma, Well-being & Healthcare and Best Campaign Led by Content.
Creates real impact
Jake Firman, head of strategy, OMD NZ, Omnicom Oceania, says: “Young people don’t want a lecture, especially from the government. So instead of trying to push our message onto them, we created a story and trusted that they’d understand the message.
“The work that creates real impact requires commitment from every partner. These awards, and more importantly the shift we saw in young people’s understanding of coercive control, are the result of an extraordinary partnership between the Ministry of Social Development, TVNZ, McCann and OMD. As a group, we committed to finding a way to be helpful for young people, not just deliver a message.”
Valerie Walshe, TVNZ chief revenue officer, says: “We’re incredibly proud to use one of TVNZ’s most-loved shows to deliver such an important message. Shortland Street has always reflected the issues facing New Zealanders, but ‘Love creep’ took it to the next level, and it’s fantastic to have that acknowledged on the global stage.”
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