Based on the real lived experiences we heard from hundreds of people across Aotearoa, the Voice of Racism is designed to show the insidious pattern and cumulative effect of daily racism in this country.

Voiced by Taika Waititi, it’s an endless interactive experience that is unpredictable and unique to every user, putting them in the shoes of someone on the receiving end of racism.

Listeners can unpack their personal journey through the Voice as they go, exploring what they’ve heard and learning how to recognise and challenge racism in their own lives.

This experience and campaign have been awarded with a Yellow & Wood Pencil at D&AD (Immersive Experiences: Digital Design), a Best Design Awards purple pin (Best in Show, Digital Campaigns), Gold at the NZ Effies, and more.

Results.

• 90% of people who experienced VOR took an action against racism, e.g.: talking to others about racism, thinking about their own views, talking to/calling someone out for racist comments/behaviour.

• 70% said it increased their understanding of racism in NZ.

• 326K total sessions in VOR experience.

• Average session time: 1min 41sec (6.9 times above industry benchmark: 7sec)

• Total time spent in VOR to date: 381 days

• Some of NZ’s largest and most trusted brands, institutions, government organisations, community groups, and sports teams have promoted & adopted VOR as a learning tool, including national telcos (Spark, Vodafone) and supermarket chains (Countdown), NZ Police and Department of Corrections, All Blacks and Blackcaps national sports teams, universities, Amnesty International, and more.

• VOR experience was incorporated into a museum exhibition about the history of racism in NZ (see below):