The One Show
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Category
Social Engagement / Community Building
Annual ID
OS_SM18053M
About the Work
New Zealand’s indigenous Maori language is a unique part of our national identity. But sadly, it’s declining. And technology certainly isn’t helping. Over half a million Kiwis hear Google Maps mispronounce Maori place names every day. Vodafone, the country’s largest mobile provider, wanted to change this. So they launched “Say It Tika” (Say It Right); a campaign that crowdsourced the nation to help Google Maps fix its pronouncation. The campaign began with a striking social video starring actor, Temuera Morrison (Jango Fett), calling on locals to help. And they did. Kiwis flocked to Vodafone’s interactive Say It Tika site, where they could pin any mispronounced place names so Google Maps could set about fixing them. In just 14 days, 67,000+ pins were placed, with almost 10,000 place names needing to be fixed. So far, 500 have been perfected, with many more to come.
2018 Awards
Total Points: 2
Merit
Credits
Agency
FCB New Zealand / Auckland/ Wellington
Chief Creative Officer
James Mok
Designer
Nick Smith
Executive Creative Director
Tony Clewett
Producer
Pip Mayne
Product Manager
Fleur Head
Jo Taylor
Karla Fisher
Emma Richardson
Ra Kahukiw
Angela Spain
Joanna James
Katie Smith
User Interface Designer
James McMullan
Andrew Jackson
Andrew Johnston
Content Strategist
Murray Streets
Creative Team
Matt Barnes
Lennie Galloway
Thomas Gledhill
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