Whānau Āwhina Plunket 

Being a Kiwi we all know and love Plunket for being there to support parents and their children as they develop in the first five years of their life. This iconic organisation is undergoing a shift in its direction to keep up with New Zealand’s ever-changing environment.  AMG Group has worked with media to share Plunket’s rich heritage and the changes happening over the next four years.

 Now called Whānau Āwhina Plunket, it remains dedicated to making the difference of a lifetime for tamariki in the first 1000 days  It is Aotearoa’s largest support service for the health and wellbeing of tamariki under-five and their whānau.

During this rebrand, researchers found interesting facts concerning Plunket’s true beginnings.  Mere Harper and Ria Tikini, two Maori midwives and healers,  helped deliver the first Plunket baby, Tommy Mutu in 1906, nurturing him back to health with Dr Truby King.   These midwives were instrumental in the formation of what is now Whānau Āwhina Plunket, yet their legacy has been buried in the history books. Whānau Āwhina Plunket asked AMG Group to help share the untold story of the Invisible Wahine.  Not only were these two midwives important to Plunket’s beginnings, one of these midwives happened to be a direct descendant of Amanda Malu, Whānau Āwhina Plunket’s CEO, who is responsible for the major changes within the organisation.  Amanda was unaware of this fact, and is very passionate about sharing this untold story.

Whānau Āwhina Plunket is also on a journey to ensure equitable health outcomes for all whānau Maori, Pacific and other ethnic  groups who make up New Zealand by 2025. 

To acknowledge their commitment for change Whānau Āwhina Plunket leaders went back to Puketeraki Marae in Karitane, the place where the organisation first began in 1907, to understand how they can support pro-equity through their own work. During this three-day Noho, a line was drawn in the sand for Whānau Āwhina Plunket to step up and ‘own’ its past, so they can change the future.

AMG Group pitched these stories to both local and national media resulting in a multi-media campaign delivered to over 1,797,066 consumers across television, print, radio and digital media. The exposure created talkability around both the untold history of Whānau Āwhina Plunket and the significant shift in the delivery of the organisation’s services to better meet the needs of whanau across Aotearoa.