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Pacific Media Network and the Pasefika Proud campaign

08 March 2017.

Statement from Murray Edridge, Deputy Chief Executive Community Investment relating to Pacific Media Network and the Pasefika Proud campaign

The Ministry of Social Development has today released documents under the Official Information Act relating to contracts with Pacific Media Network (PMN), who were contracted to deliver targeted communications relating to family violence, called Pasefika Proud.

“While overall PMN delivered on the contract, there were aspects of the management and delivery of the contract that were not up to the standards MSD expects from its providers.

“Because of the complex nature of the issues involved, and the desire of PMN to be innovative in the targeting of the campaign, they sometimes went outside the strict terms of the contract, to deliver on the overall goals of Pasefika Proud.

“From the outset, MSD realised developing a new campaign targeting Pacific peoples was complex and meant we had to provide as much support to the provider as possible. However despite this at times there were insufficient controls in place.

“Once the need for closer monitoring was identified, MSD moved the monitoring of the contract to its National Office Pacific team, to ensure more intense monitoring. A lead official was appointed to work with the provider to ensure the remaining deliverables were delivered in accordance with the agreed contractual terms.

“PMN was appointed after a closed tender, as they had the reach and networks to successfully implement the campaign.

“MSD will take the learnings from how this contract was managed, and ensure they are applied to future contracts.

“Overall Pasefika Proud was successful in mobilising Pacific individuals, families and communities to take responsibility for the issues they are facing, find the solutions and take leadership in implementing them. An evaluation found that there was high brand visibility amongst the Pacific communities through the strong presence linked to radio, digital media and Pacific events.

“Pasefika Proud contributes to the Government’s Better Public Service targets for reducing violent crime and reoffending by focussing on family violence and sexual violence, as well as MSD’s priority result areas of supporting vulnerable children, young people and adults,” Mr Edridge said.


Editor's notes

The Ministry of Social Development held a number of contracts with PMN from 1 July 2012 – 30 September 2016.

The specific contract being discussed above relates to deliverables from 01 July 2012 to 30 June 2015 as provided below:

  • Development of Social Media Strategy
  • Partnering with Pacific Providers & Family Violence Networks
  • Purchasing Pasefika Proud Resources
  • Appointment of Pasefika Proud Ambassadors / Champions (years one and two)
  • Support Pasefika Proud Events / Road Shows
  • Pasefika Proud Sponsorships (Fund Holder)
  • An independent evaluation of Pasefika Proud Campaign
  • Pasefika Proud Project Management.

Pacific Media Network (Niu FM and 531PI) caters for the young and elderly, non-speaking Pacific and fluent Pacific and a range of music tastes and content preferences. In particular they provide nine ethnic specific Pacific language programmes. It is the only national Pacific radio provider that offers the range of ethnic specific Pacific language services.

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