A tale of two boys

In mid-1989, race relations was one of the top three social issues concerning New Zealanders. The treaty was a divisive force which polarised public opinion, and early research showed the 1990 Commission’s initial push to have it recognised as the nation’s founding document had only intensified that divide. Less than half of those surveyed considered the treaty important, while research dating back to 1987 revealed only seven per cent of people had actually read it.

Wellington ad agency Saatchi & Saatchi was called in to come up with a rescue package.