A strong appetite to build a future of change

Community campaigning organisations JustSpeak and ActionStation collaborated to present a vision for Aotearoa in 2040, advocating for a future built on justice and community, not prisons. To bring this vision to life, they commissioned a six-minute animated video, A Message from 2040, which explored the history of social change in Aotearoa and the promise of a better future.

Premiering on The Spinoff and across social media, the animation resonated widely, driving high engagement and sparking conversation about transformative change.

Illustrations depicting community and social issues. Top left shows people and an airplane with a church, houses, and hills. Bottom left features a rainbow and dove over diverse groups holding a sign about Maori land. Right side shows a looming dark figure, cityscape, and people with protest signs.
Abstract illustration collage depicting stylized figures in suits, one holding a paper labeled 'Mother of all Budgets 1991', a silhouette of a child being lifted by figures with a heart symbol, and a building next to an industrial complex.

Understanding the audience

In the lead-up to the election, A Message from 2040 aimed to connect with young voters and activists by presenting a bold vision for justice reform. The animation used digital storytelling to inspire action and challenge the status quo.

The 2020 New Zealand general election results showed growing support for progressive climate action, social justice, and COVID-19 response policies. It also marked record diversity in Parliament, with new MPs from ethnic and LGBTQ+ communities.

Illustration depicting two smartphones showing "Alert Level 1" on a yellow background, with a hand holding one phone. To the right, there are abstract yellow and gray buildings.
Left image illustrates a newspaper headline about the US "Three Strikes" law. The other pictures show mobile screens presenting issues related to New Zealand's rental crisis, poverty figures, warmest winter record, and depression rates.
Silhouette of a person sitting in a dimly lit prison cell during COVID-19, with light coming through a small barred window.

Strategic approach

JustSpeak and ActionStation leveraged their grassroots networks to amplify the message and mobilise support. The strategy focused on:

  • Using animation as a tool for advocacy to highlight social issues, amplify marginalised voices, and spark critical conversations.

  • Drawing inspiration from A Message from the Future by Naomi Klein and Alexandria Ocasio-Cortez and Matike Mai by Moana Jackson and Margaret Mutu.

  • Blending historical context with an aspirational vision to drive conversations around justice reform and inspire collective action.

  • Maximising reach and engagement through a coordinated launch across Instagram, Facebook, and YouTube.

Collage of three illustrations: a person with earbuds using a laptop, a representation of George Floyd with sunflowers and name, and a protest scene with diverse people holding signs like 'End Police Violence' and 'Transform the Justice System.'
Collage of illustrations featuring diverse people in grid format, a checklist titled "Our 2040 Plan" with items like no more prisons, homes for all, living wages, mental health hubs, a woman with a cityscape background, and another illustration of a woman with two children.

Responsibilities

I was responsible for leading key aspects of the project, including:

  • Overseeing creative direction and mentorship by guiding the project’s concept, production, and execution while leading a motion designer and illustrator.

  • Managing workflow and consistency by assigning tasks strategically and ensuring a unified visual style throughout the animation.

  • Planning and storyboarding by mapping key scenes to the narrative and researching historical events to bring the script to life.

  • Developing visual elements by designing select background environments and title typography.

  • Enhancing narrative flow by collaborating with the motion designer to refine pacing, transitions, and sustained engagement.

Illustration of a community gathering outdoors with people interacting, houses in the background, and trees nearby.

Impact

  • Driving high engagement with over 231k views across Instagram, Facebook, and YouTube.

  • Encouraging discussion & advocacy with 1.1k shares and in-depth community comments, such as: “What a great aspiration and a future worth struggling for. I'm all for it. Thanks for the inspiration.” – @Melisa-vc8my

  • Expanding reach through an accompanying essay on The Spinoff, garnering 3,046 views.

  • Gaining national and international recognition by featuring in academic and activist spaces:

    1. University of Otago’s Young Activists Research Project – Living Manifesto

    2. Otago Public Health Summer School on the Post-COVID Reset

    3. National Reformative Justice Conference in Canada.

A young, animated wahine with curly hair, wearing a red coat, earrings and a pounamu necklace, standing in front of a diverse group of blurred people outdoors.