Growing Up in New Zealand asks teenagers: ‘Did you ghost us?’

Growing Up in New Zealand is turning one of teenage life’smost familiar experiences – being ghosted – into the hook for a new campaignencouraging young people who have lost touch with the study to reconnect.

The “Did you ghost us?” campaign hopes to reach 17-year-oldswho are part of Growing Up in New Zealand, this country’s largest longitudinalstudy of child health and wellbeing – or think they might be – and encouragethem to get back in touch.

Growing Up in New Zealand Cohort Relationship ManagerKarleen Edmonds says the light-hearted campaign has an important purpose.

“Some of our young people and their whānau have been part ofGrowing Up in New Zealand since before they were born, but we also know thatlife changes, people move and contact can be lost over time.

“We want those young people to know the door is still open.If you think you might be part of Growing Up in New Zealand, we’d love to hearfrom you.”

Growing Up in New Zealand has followed more than 6000 youngNew Zealanders and their families since before they were born, building adetailed picture of what it is like to grow up in Aotearoa.

Participants are now around 17 years old, and the study isundertaking its 17-Year Data Collection, a vital timepoint to understand howyoung people are doing as they move through late adolescence towards adulthood.

Maintaining participation over time is fundamental to thestrength of longitudinal research.

Edmonds says continuing to hear from participants as theyget older strengthens the value of the study for New Zealand.

“Our participants have shared their lives with us over manyyears, and every time they take part they add another chapter to anextraordinary picture of growing up in Aotearoa.

“Their experiences at 17 matter. The more of our youngpeople we continue to hear from, the stronger the study is and the better itcan reflect the different experiences of young people across New Zealand.”

The campaign was developed by Daylight Creative, with theconcept drawing on the familiar language and visual cues of digital messagingto connect with young people.

Daylight General Manager Kristen Morris says thechallenge was to create something that would cut through with 17-year-oldswhile still reflecting the importance of the study.

“We wanted to talk to rangatahi in a way that felt familiarand relevant to them. The idea of being ghosted gave us a simple, playful wayto get their attention, while opening the door to a much bigger message – thattheir connection with Growing Up in New Zealand still matters.”

The campaign will also feature social media content withJohnny Tuivasa-Sheck, using humour to explain Growing Up in New Zealand andencourage people to check whether they, a friend or someone in their whānaumight be part of the study.

Growing Up in New Zealand participants who reconnect willalso go into the draw to win The Greatest Group Shout, an experience for fourbuilt around tickets to see J. Cole at Spark Arena.

Anyone who thinks they may be part of Growing Up in New Zealand can visit DidYouGhostUs.co.nz, enter their details and find out. Friends and whānau who think they know a participant are also being encouraged to share the campaign with them.

ENDS