A healthy home is crucial to social progress. Yet, over half-a-million Kiwis live in cold, damp and under-insulated rentals that impact their livelihood and health.
In 2019, the government introduced new laws around heating, insulation, ventilation, drainage and draughts to ensure all Kiwis live in warm, dry and healthy homes.
We partnered with MBIE and Tenancy Services to give tenants a voice and landlords a desire to act. We needed to create an empathetic brand. One that elevates the customer, not the government. One that has personality, cut-through and focus. One that stimulates the conversation between tenants and landlords.
To achieve this we created the Raise the Standard brand to challenge the “tough-it-out” mentality Kiwis have about housing. Through research and audience testing, we defined our purpose as the voice of reason. An unbiased brand that empowers tenants to look for more and motivates landlords to act.