University of Auckland 
MANAAKITANGA

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This creative concept for the Bachelor of Social Work 2022 Recruitment campaign is based around the central value of MANAAKITANGA which can be defined as: Hospitality, kindness, generosity, support - the process of showing respect, generosity and care for others. Literally, manaakitanga means to “care for a person’s mana” (well-being). Through the values of manaakitanga, Social Workers are able to drive transformational change for the better, in our communities. We commissioned Auckland street artist Elliott O’Donnell AKA Askew One to create an original work at the University campus based on this theme of manaakitanga. This artwork would then be photographed and used bring our 2022 marketing campaign to life through OOH, digital, social, and video.