The New Zealand Rural Support Trust has welcomed the recognition of its recent brand film at the inaugural The Worthies Awards. The Worthies celebrate excellence in communications across the public, charity, and not-for-profit sectors, recognising campaigns that create meaningful change in communities.
For Rural Support, the recognition is encouraging not simply as an industry accolade, but as validation of the sentiment behind the film – a message about the strength of rural communities and the people who quietly lookout for one another every day.
Those who haven’t yet seen the film are encouraged to watch it. In just a few minutes it takes viewers on an emotive ride through the pride, pressures and resilience that shape life in rural New Zealand. Turn the volume up before you do.
The film was created to help lift awareness of Rural Support and the services available to farmers, growers and rural families facing difficult times. But it also set out to celebrate the culture of care that exists across rural New Zealand, where neighbours, mates, contractors and industry partners all play a role in supporting wellbeing.
At its heart, the story reflects a belief that rural support works best when communities rally together – building the fence at the top of the cliff, rather than relying solely on Rural Support as the ambulance at the bottom.
Rural Support Trust Chair Michelle Ruddell says the response to the film has been powerful.
“Being in the room while the film is playing, seeing the emotive reaction of the audience, and then having people share their vulnerabilities because of it – that’s incredibly humbling. It shows how important it is that we keep these conversations going.”
The film was created in partnership with Fonterra and Waikato-based brand and marketing agency Bettle–Associates.
Bettle-Associates Managing Director Will Peart says the project set out to honour both the role of Rural Support and the wider rural community.
“We’ve worked with Rural Support for some time to help elevate their visibility, but also to elevate the role rural people play in looking after one another. If the film helps more people recognise that, and encourages those who might need support to reach out, then it’s doing its job.”
The recognition also reinforces the wider importance of the rural sector to the country as a whole. Rural communities contribute enormously to New Zealand’s economy, environment and identity, and initiatives like this help strengthen understanding between urban and rural New Zealand.
Ultimately, the award is seen as recognition not just of the film itself, but of the people and communities it represents – the farmers, growers, volunteers and supporters who continue to look after one another across rural New Zealand.
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