Love Better Brand
Love Better is a ground-breaking, multi-year initiative aimed at empowering young New Zealanders to build healthy, positive relationships. As the world’s first government-led campaign of its kind, it’s already capturing international attention for its bold, forward-thinking strategy. At its core, the campaign provides practical tools and resources for navigating the ups and downs of love and sex, but it does so in a way that feels deeply relevant to today’s youth.
Not Another™ played a pivotal role in shaping the identity of the Love Better brand, working alongside development partner Voyage to create a campaign that feels anything but like a traditional government initiative. The brand refresh included everything from an expanded image library to a refined visual identity, ensuring the campaign speaks directly to young Kiwis in a way that’s real, relatable, and far from preachy.
The Love Better website, while rich in resources and interactive media, is only one part of the campaign. Our focus was to bring the brand to life in a way that resonates with youth at every touchpoint, whether they’re engaging online or seeing the campaign in the real world. From its visual identity to its messaging, we worked to make sure Love Better feels as dynamic and diverse as the youth it’s designed to support.
To keep the Love Better campaign as authentic as possible, we hit the streets of New Zealand, capturing candid, real-life moments of Kiwi youth in their element. We also reached out to young people directly, purchasing their Instagram images to feature in the campaign. By using real photos from real young Kiwis, we ensured the visuals feel fresh, genuine, and reflective of the diverse experiences of youth across the country. This approach not only made the brand feel more relatable but also empowered young people to see themselves represented in the campaign.
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