// Brand & Campaign
Safer STAND: a values-led campaign for the NZ Defence Force
New Zealand Defence Force
In partnership with the NZ Defence Force and the NZ Drug Foundation, a campaign framework and creative platform for STAND — a call to take a safer stand on substance use across the Defence community.
Client
New Zealand Defence Force
Discipline
Brand & Campaign
Sector
All-of-Government
The brief
Talk honestly about substance use inside a rank-based, high-stakes organisation — without preaching, without stigma, and without breaking the culture that makes the Defence Force what it is.
Our approach
- Co-designed the campaign with serving personnel so the tone rang true on base as well as on screen.
- Built a modular visual identity — hero portraits, in-situ operational shots, plain-language messaging — that scaled from a mess-hall poster to a national social ad.
- Anchored the platform in the Defence Force's own values so it could outlast a single burst of media.
Impact
- A durable communications platform still referenced inside NZDF today
- Peer-led creative that landed with serving personnel, not just leadership
- Positive coverage of a hard conversation, handled with care
Outcome: A bold, values-led platform that gave commanders and personnel a shared language for healthier, safer choices.
// More AoG work
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