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Graphic Design | Photo & Video Direction | Marketing Strategy Implementation | Marketing & Communications Strategy Development | Website Development & Design | Stakeholder Engagement | PR & Media Engagement | Social Media Marketing | Digital Media Marketing | Email Marketing |
NBS Rescue Helicopter Appeal
Thanks to the generous support of NBS, each year we get to work with NBS and the Nelson Marlborough Rescue Helicopter Trust to deliver the NBS Rescue Helicopter Appeal.
For our region’s rescue helicopter, every October the shoe is on the other foot (so to speak) – it is their turn to ask their community for help.
Now in its fourth year, it was evident the community understood the brief to get in behind our rescue helicopter team that is there for them 24/7, 365 days of the year, and do what they can to help.
It takes a village –
and what a village you are, Te Tauihu
In 2023, Te Tauihu raised a whopping $91,430.30 for the NBS Rescue Helicopter Appeal. Despite the ‘cost of living crisis,’ this demonstrates how powerful the mantra of ‘doing a little to help a lot’ can be.
The team at Publik get involved each year by getting the campaign off the ground with strategy development and implementation across social, digital and media.
And we aren’t the only ones supporting this incredible cause. Alongside NBS staff doing their bit – from hosting raffles to taking cut-out figures of Keiran the crew member (pictured) for a swim – there are many local businesses that jump on board to contribute by donating part of their sales or running initiatives to help raise money.
And then there are the incredible NBS clients who step in to help, as well as all the people who drop and do ten push-ups on social media (evidence of such feats by the Publik team are on our socials) to help raise $10 for the appeal…more on this below!
Below, we reflect on the beginnings of the campaign in 2019, and some of the fun elements that got the community (and a few celebrities) in behind this vital appeal.
In 2019, we brought a face to the crew
We recognised at the planning stage for the first appeal in 2019 that many people recognise the helicopter in our skies, and some may feel the rush of the blades through the sunroof as it lands at Nelson Hospital, but didn’t know those anything about the ‘mysterious heroes’ in the sky.
The crew don’t like to be called heroes, because to them it’s their job and they feel privileged to be able to help. But they are heroes – in every sense of the word.
This first appeal brought these everyday heroes into our homes, on our screens and into our minds.
Dark, moody and captivating imagery played on the hero persona and illuminated their impact. Come 2023, the crew’s faces are well-recognised and still lead the visual narrative. Many of us pass them in the street knowing who they are – the crew in the red and white helicopter emblazoned with NBS on its nose and belly.
Alongside the strong graphics and design, the campaign imagery has remained consistent in order to build on layers of awareness that supports activation for this important appeal.
We also recognised that there are other faces important in this story
The countless people who have been on the receiving end of this vital community service, some of whom have found themselves in life-and-death situations, best understand the impact the rescue helicopter can have on someone’s life.
What better way to help build an understanding of the need for this service in our community than by also highlighting those on the receiving end.
Each year, we find more brave participants to share their experiences. We hear them recount stories that could have had very different endings. On this page, we share the first three stories we got to hear as part of the appeal over the last four years.
It is this valuable connection with emotion and human need that helps people understand that one day, it may be you or someone you know and love who needs the help of the Nelson Marlborough Rescue Helicopter Trust.
»» Fast forward to today and the way people can help has evolved.
Laying down the challenge
Recognising not everyone can reach into their pockets to help, when NBS suggested they up the ante and run a ‘10 for 10’ challenge in 2022, we knew they were on to a good thing!
The challenge involved a community drive via social channels, encouraging everyone to ‘drop and give us 10’ push-ups, share their video and tag NBS via campaign hashtags. For each video shared, NBS would donate $10, up to the value of $10,000!
In addition to supporting NBS and the Nelson Marlborough Rescue Helicopter Trust team with design assets, promoting competitions and challenges, and highlighting the valuable work of the helicopter crew in the media, the entire Publik team got in on the #10for10 push-up challenge in both 2022 and 2023 (which even saw the likes of Jack Tame and Shane Cameron getting involved). Yes, there is proof on our social channels!
We can’t wait to see the foundation of awareness and education around the vital work of the trust and the importance of the appeal take flight once again in 2024. Te pai kē NBS, you really are ‘banking for life.’
Whatever it is, the way you tell your story can make all the difference.