Mana Mokopuna // Dear Children Advocacy Campaign // LUMO Labs // GO Media

Turning Collective Action into Visible Commitment

This national advocacy campaign used Dynamic Content Optimisation (DCO) to transform public digital screens into a live expression of collective responsibility for children’s safety. At the heart of the campaign was a letter from Dr Claire Achmad, written on behalf of Mana Mokopuna, pledging to protect the safety and wellbeing of every child in Aotearoa New Zealand.

A live signature count mechanic tracked the number of adults who had signed the petition letter, updating in real time as participation grew. By making public support visible, the campaign reinforced that protecting mokopuna is not just a policy issue but a shared societal responsibility.

The result was a powerful, understated call to action that kept children’s safety front of mind, encouraged participation at scale, and demonstrated how dynamic out of home can support meaningful social change.