Strengthening community awareness during a measles outbreak

The project:

At the end of 2025 and into early 2026, a measles outbreak spread across Aotearoa, creating an urgent need for clear and timely communication.

Health New Zealand | Te Whatu Ora needed additional support to help communities understand what was happening and what it meant for them and their whānau, as the situation continued to evolve.

Social Good is part of the all-of-government panel for creative services, making it easy for agencies to bring us in when extra support is needed. With Katie’s experience as a social media and digital communications leader and her background in crisis response, we were able to step in quickly and support where it was needed most.

Our approach:

We focused on helping communities access clear, reliable information about measles, including how it spreads and the impact it can have on whānau.

We provided evening and weekend support to respond to questions in real time, ensuring people could get answers when they needed them most. Being present during these times helped build trust and confidence in the information being shared.

We also supported campaign activity, including planning, content, and a photography shoot in Te Tai Tokerau. A key part of this work was making sure messaging for Māori communities was appropriate, respectful, and effective.

Alongside this, we helped manage misinformation online, identifying risks early and responding to situations where there was potential harm to individuals or communities.

The outcome:

With consistent support in place, communities were better informed about measles and its impact on whānau.

People were able to access accurate information when they needed it, supporting strong immunisation uptake and helping bring the outbreak under control.

We are proud to work alongside government agencies to support communities with the information they need, delivered in a way that is timely, considered, and easy to understand.