Goals and objectives
Addressing deeply sensitive issues such as historical abuse and neglect in state and faith-based care is never straightforward—especially during a period of political transition. In November 2024, New Zealand Prime Minister Christopher Luxon issued a historic apology, acknowledging the "horrific" abuse endured by over 200,000 individuals in institutional care over a span of seven decades. His words—“We failed you. We let you down. And I am truly sorry”—marked a national reckoning.
The campaign, Shattering the Shadows, was developed by Stuff New Zealand in collaboration with the Abuse in Care Royal Commission of Inquiry. Its primary objective was to illuminate the lived experiences of survivors, maintain public awareness of systemic failures, and ensure that these stories remained visible even after the Commission concluded its five-and-a-half-year investigation in 2024. With the Commission’s closure, uncertainty loomed around how the ongoing impact of the abuse would be addressed. The campaign aimed to bridge that gap by continuing to amplify survivor voices and push for accountability.
KPI's
The campaign exceeded performance expectations by 3%—a notable achievement considering it launched during the New Zealand summer holidays, a traditionally low-traffic period. Despite the seasonal lull and a general preference for lighter content, Shattering the Shadows captured the attention of thousands. The long-form article saw an average dwell time of eight minutes, reflecting strong engagement with the immersive storytelling format.
Most significantly, the campaign had a profound emotional impact on the survivors who participated. In a joint statement, the survivor group expressed appreciation for the collaborative process: “In working with Stuff’s Content Studio, the survivors in the group were able to have control over their words and the narrative, which was an important part of their healing journey, given those rights were taken from them by the very people that were meant to care for them. The survivors involved were able to review the content multiple times to ensure Stuff’s words stayed true to their voices and experiences. The survivors provided photos to ensure their faces illustrated the people behind the story to ensure that they were out of the darkness and brought to the light—which was the key theme of the article.”
Target audience
Geography: Nationwide across New Zealand, with a focus on communities affected by state and faith-based care systems.
Demography: Adults aged 25+, including survivors of institutional abuse, their families, policymakers, and socially conscious citizens.
Psychography: Individuals motivated by social justice, community accountability, and human rights. The campaign also targeted readers who value in-depth journalism and seek to understand complex societal issues.
Strategy
Sustainability Through Social Justice: A Campaign for Change
Sustainability extends beyond environmental concerns—it also encompasses social equity and justice. Shattering the Shadows was rooted in social sustainability, aiming to hold institutions accountable while ensuring that survivor voices remained central to the national conversation. Despite the closure of the Royal Commission, the campaign adapted by working directly with the survivor advisory group, SAGE, to continue advocacy and storytelling efforts.
By securing editorial exemptions and navigating political changes, Stuff New Zealand reinforced journalism’s role in driving sustainable, long-term change. The campaign’s strategic approach ensured that the issue remained visible in public discourse and that the stories of those failed by the system would continue to influence policy and awareness.
Creative idea
Strategy and Execution
With the Royal Commission concluded, Stuff New Zealand partnered directly with SAGE to ensure survivors’ voices remained at the heart of the campaign. Through careful and respectful collaboration, six powerful survivor stories were curated and presented in a long-form premium article format. Each story was handled with sensitivity, ensuring authenticity and emotional resonance.
A Bold Editorial Exemption
As New Zealand’s most trusted publisher, Stuff maintains a clear separation between editorial and sponsored content. However, the gravity of the subject matter warranted an exception. An editorial exemption was secured to incorporate Stuff’s own investigative journalism within the campaign. This integration allowed for a richer narrative, combining survivor testimonies with in-depth reporting to expose the true scale of abuse and systemic failure. The result was a comprehensive, credible, and deeply human portrayal of a national crisis.
Channels
The campaign was distributed via stuff.co.nz, the digital platform of New Zealand’s largest and most trusted news publisher, Stuff. The site’s broad reach and editorial credibility ensured the campaign achieved maximum visibility and engagement.
Learnings
Despite the Royal Commission’s conclusion, Shattering the Shadows ensured that survivors and their stories were not forgotten. The final article was both powerful and hopeful, offering direct links to support services and resources for continued healing. By remaining adaptable and responsive to the evolving landscape, the campaign upheld its public responsibility and continued to drive awareness and action.
More than just a storytelling initiative, the campaign served as a vehicle for justice, education, and remembrance. It demonstrated the enduring importance of survivor-led narratives and the role of journalism in confronting systemic wrongdoing. The campaign’s success was made possible by the bravery of those who chose to share their stories.
Surprising Insights
Beyond surpassing performance benchmarks, Shattering the Shadows underscored the transformative power of socially sustainable media. By keeping survivors at the centre, the campaign held institutions accountable, offered tangible support pathways, and sustained public discourse around a critical issue. In a moment when attention could have waned, the campaign ensured that the conversation—and the call for justice—remained alive. It redefined sustainability as a commitment to justice, truth, and long-term societal impact.