Frontend Development | NationBuilder | SASS
Te Wā Tuku Reo Māori
Te Taura Whiri i te Reo Māori promotes te reo Māori as a living language. A significant event in its revitalization occurred in 1972 when a petition urged Parliament to teach it in schools. The commission aimed for 1 million people (⅕ of New Zealand’s population) to speak te reo Māori simultaneously on September 14, 2020, with For Purpose overseeing campaign promotion and development. I joined For Purpose to support improving the Reo Māori website and help Te Taura Whiri achieve their objectives.
We launched a media-rich website for Te Wā Tuku Reo Māori, urging participation in the Māori Language Moment through text, video, and image submissions. The site's intuitive user-flow and design showcased a surge in support, featuring a wall of stories sharing participants' motivations.
Goal
- Achieve participation from 1 million individuals in the September 14 event
- Establish and nurture a community of individuals motivated to continue their learning journey through an ongoing program facilitated by the Commission
- Create a platform for cultural engagement, fostering connection and celebration of the language.
Approach
- Research & UX Analysis
- User interviews, Personas
- Journey Maps & User Flows
- Information Architecture
- Prototyping & User Testing
Solution
• Social media and email efforts drove 35% of site traffic, with Facebook generating 25% of uploaded content.
• Automated emails and social media integrations streamlined onboarding and boosted conversion rates.
• Organizational profiles spotlighted participating schools and businesses, with referral contests driving sign-ups.
The multi-year behavior change campaign led over 1 million New Zealanders to participate in the 2020 Te Wā Tuku Reo. Integrated social media, web, and digital engagement strategies resulted in 40,000 unique sign-ups and 6,000 story uploads within two weeks. Te Wā Tuku Reo is now an annual centerpiece of a growing language revitalization movement.
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