3 July 2025
Erica Whittome
[FYI request #30879 email]
Ref: OIA-2024/25-0976
Tēnā koe Erica,
Official Information Act request relating to Advertising briefs for Covid 19 vaccination
campaign
Thank you for your Official Information Act 1982 (the Act) request, which was transferred to
the Department of the Prime Minister and Cabinet (DPMC) on 11 June 2025. You requested:
“I have looked at the link:
https://aus01.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.dpmc.govt.
nz%2Fsites%2Fdefault%2Ffiles%2F2022-02%2Fdpmc-roiar-oia-2020-21-0674-ka-kite-
covid-vaccine-
advert.pdf&data=05%7C02%7Coiagr%40health.govt.nz%7Cdf183347741d456861de0
8dd9e6d38d1%7C23cec7246d204bd19fe9dc4447edd1fa%7C0%7C0%7C6388409141
73090511%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwL
jAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7
C%7C&sdata=XCg1EAOtCebcnTiS%2BPnwXKDJSJJ%2BfpV7KaqIad%2BvtRs%3D&
reserved=0
There are no briefs there. If you say that only DPMC ran the advertising, then please
request the advertising briefs from them under the Act.”
I note you also sent a request to us on 29 June, via FYI. As that request was for the same
information, the present response covers both requests.
We have interpreted your request as referring to creative briefs for the COVID-19 vaccination
campaign across print, radio, YouTube, Facebook, and television, sent to agencies or media
companies.
Below, we outline the roles of the Ministry of Health and DPMC in relation to the COVID-19
vaccination campaign, as this context is relevant to your request.
The Ministry of Health led the development of public health messages and the overall
COVID-19 vaccination strategy, working with other key agencies including DPMC, Te Puni
Kōkiri, and the Ministry for Pacific Peoples.
DPMC, through its COVID-19 Group’s Communications and Public Engagement team, was
responsible for disseminating vaccination campaign messages via the Unite Against COVID-
19 channels, managing the creative and media-buying agencies (e.g., Clemenger/OMD),
while the Ministry of Health retained responsibility for the content of public health messaging.
Due to its liaison role with agencies, we have identified that DPMC holds some of the
creative briefs, and have decided to release these to you in full (see Attached):
• Vaccine Campaign Group 4 momentum builder – 12 July 2021
• 55+ It’s Your Time – 8 August 2021
• Super Saturday – 6 October 2021
• Taranaki Youth Drive 11 November 2021
5026874
Executive Wing, Parliament Buildings, Wellington, New Zealand 6011
64 4 817 9698 www.dpmc.govt.nz
• Tamariki Time brochure for parents – 13 December 2021
• Vaccine 5-11s Campaign – 14 December 2021
• 5-11 Nanogirl video – 3 March 2022.
Our searches have identified the titles of the following additional creative briefs, which DPMC
does not hold:
• Vaccination collateral creative brief for Group 4 roll out – 6 July 2021
• 50+ It’s Your Time –
no date
• 40+ It’s Your Time –
no date
• Vaccine Possibilities –
no date
• Disabled People Assets – August 2021
• 30+ It’s Your Time – September 2021
• It’s Our Shot – September 2021
• Pharmacy ‘walk in’ Campaign – September 2021
• Persuasion Series – October 2021
• Vaccine Hero – October 2021
• Two shots for Summer –
no date • Vaccine 5-11s Campaign – January 2022
• Vaccine Booster Campaign – January 2022
• The Big Boost Campaign – February 2022
Please note that the above list may not be exhaustive. Based on our understanding, the
remaining briefs may have been developed and/or are held by the Ministry of Health or Te
Whatu Ora | Health New Zealand. We recommend contacting these agencies directly to
request further information on the briefs you are seeking.
We apologise for any inconvenience caused and appreciate your understanding that this was
a fast-moving and dynamic campaign, where the creation and recording of briefs may not
have always adhered to a structured process.
You have the right to ask the Ombudsman to investigate and review my decision under
section 28(3) of the Act.
This response will be published on DPMC’s website during our regular publication cycle.
Typically, information is released monthly, or as otherwise determined. Your personal
information including name and contact details will be removed for publication.
Nāku noa, nā,
Clare Ward
Executive Director
Strategy, Governance and Engagement
5026874
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