The Love Life Fono Trust supports the Pasifika LGBT+ community and during Auckland Pride 2018, hosted the Activism and Advocacy Panel. The Panel examined the future of Pasifika LGBT activism, the importance not fighting battles already won and different forms activism can take, from art to protest.
The Panel included:
Louisa Wall – Mana Wahine and Labour MP, serving the people of Manurewa. Louisa was the driving force being the Marriage Amendment Act 2013.
Luisa Tora – Fijian Activist, Artist and Advocate from Fiji with extensive experience in the regional PSA sector.
Dr Melani Anae – Polynesian Panther, Matai and thought leader nurturing the next generation of Pacific scholars at University of Auckland
Activism and Advocacy was targeted to South Auckland’s Pasifika LGBT+ community, with the aim of educating, enabling and inspiring.
Rococo Republic needed to connect with this community, generate engagement and convert that engagement into action, getting people to book their place to listen to the panel.
We developed a two-pronged approach to marketing Activism and Advocacy, focussing on a targeted Facebook marketing and PR strategy.
Our collateral captured the personality and brand values of the Love Life Fono Trust, incorporating Pasifika and LGBT themes, while championing core message of Activism and Advocacy: “Inspiring Rainbow Pacific people to explore and engage with oppression through art, activism and advocacy.”
The Facebook campaign introduced the Activism and Advocacy Panel to the Pasifika LGBT+ community and reinforced the Trust’s (and Panelists) positions as thought leaders. The panelists were introduced with a short bio, highlighting their achievements in the LGBT space, such as the Marriage Equality Bill introduced by Labour MP Louisa Wall.
We created our Facebook advertising to have a maximum impact for our target audience to encourage sharing, post interaction and conversion rate to get people booking tickets.
The PR strategy targeted relevant, local, media to connect with our target audience in South Auckland and raise the Trust’s profile among the community. Online coverage created the opportunity to tell the Trust’s story to wider New Zealand.
Activism and Advocacy Campaign Collateral
Activism and Advocacy was a sell out event and generated increased community engagement across Facebook, resulting an increase of Facebook Followers and engagement and media coverage.
An Activism and Advocacy preview piece, including an interview with Chairperson Jonathan Selu, appeared in the Manukau Courier and on Stuff (read it here).
Across Facebook Activism and Advocacy generated:
Total Number of Facebook Users Reached: 6,954
Post engagement: 458
Post Shares: 43
Additional Facebook Followers: 50
From the Client
“We found working with Rococo Republic really easy. They were responsive, quick and respectful – which is important when dealing with different parts of the community. They were full of great ideas around what we could do to push the marketing strategy. We wish we’d spent more time with him and taken him up on some of his more ambitious suggestions.
“The Love Life Fono would like to thank Sebastian and the crew at Rococo Republic for their excellence and support of Rainbow Pacific communities. It’s encouraging to see the professional community reach out and uplift the social sector. It’s pretty damn awesome.”
– Jonathan Selu, Chairperson, Love Life Fono Trust