CAMPAIGN EVENT
Unify Rally
In a collaboration with Auckland agency For Purpose, I helped develop a sub-brand for the campaign that included branding, outdoor advertising, social media campaign, event design and a website. Unify Rally sat within the broader Health Not Handcuffs campaign created for the NZ Drug Foundation 18 months before the Cannabis Legalisation and Control Bill Referendum in 2020.
Project roles
Brand development
Event design & signage
UX/UI design
Digital & large format advertising
Marketing & print collateral
Illustration
Through the branding, organising and hosting of Unify Rally at the Auckland Town Hall, we were able to help bring advocates together, equip them with necessary resources and inspire them to continue the fight, with the help of a few well-known faces from Aotearoa. Towards the end of the campaign, we worked to actively and urgently push our message to an even wider audience. Supporters were encouraged to show their support publicly, to run stalls at markets and to pursue conversations with those who might disagree, both on and offline.
The “Yes” vote narrowly lost the referendum. However, a huge number of kiwis (1,406,973) voiced their support for evidence-based drug law reform, which is no small feat. We are immensely proud of the campaign we supported and the mahi we did to encourage thousands of people to take action in support of more compassionate and safe drug laws.
