HGEA debuts new media campaign

“What drives us is the same as what drives you.” HGEA’s new media campaign focuses on the critical jobs of HGEA members and on members as valuable individuals who are an integral part of the community – everyday people who care for their families, support their neighborhoods and give back through volunteer work/community service.

“Developed by local advertising agency Hendrix Miyasaki Shin, the media campaign includes two TV commercials featuring HGEA members in their occupations – one of registered professional nurse Barbara Larrabee Duarte (Unit 9) and another of plant quarantine inspector Glenn Sakamoto (Unit 13).

Each TV spot begins with the “slomo” (slow motion) effect of an urgent situation (nurse reacting to an emergency, plant quarantine inspector in pursuit of a harmful reptile), followed by a series of quick cuts showing them at different tasks of their job. With each 30-second spot, the HMS creative team was able to convey the importance of HGEA members’ jobs and genuinely portray the workers as hard-working, caring family and community members.

Mall sign ads also appear at shopping centers on Oahu, Big Island, Maui and Kauai. The concept behind the mall ads, which feature the hands of various HGEA members, reinforce the TV commercials by illustrating that “the hands that keep our state/city running smoothly are the hands that help out in our community."

When HGEA began its media campaigns in 2002, the intent was to build public awareness of the vital services that government employees provide to our communities. Oftentimes, these services are taken for granted and it helps to remind everyone, including our lawmakers, of the positive contributions that public employees make every day. HGEA has tracked the effectiveness of the ads since it started its media campaigns. Results of public awareness surveys have shown that with each new media campaign, favorability of government employees has steadily increased.

Sneak peek: Behind the scenes

View the video clips and photos below for a behind-the-scenes look at these commercials.