People told me Government organisations shouldn’t have a personality

They were wrong (and I love proving people wrong).

When you’re trying to reach millions of New Zealanders - across every age, background and walk of life - being human isn’t a nice to have. It’s the strategy.

A dog in a tutu on a Friday. A witty response that makes someone laugh. A moment of warmth in a feed full of noise.

That’s not fluff. That’s how you earn the attention you need when it actually matters.

Personality isn’t unprofessional. Forgettable is 💁🏻‍♀️