Ka Wai Ola - Office of Hawaiian Affairs, Volume 10, Number 3, 1 Malaki 1993 — OHA information campaign begins February 14 [ARTICLE]

OHA information campaign begins February 14

With the assistance of Hill & Knowlton/Communications Pacific, ine., OHA debuted a public information program last month that consists of several television spots and print ads in the Sunday Advertiser/StarBulletin. The campaign is both program and issue-oriented and is based on the theme: "E lanakila kākou. I ho'okahi pu'uwai me ka lōkahi-Let us move forward with one heart, strengthened by unity." The ftrst television spot deals

with eeonomie opportunities for Hawaiians. It began airing February 14 on KITV (ABC), KGMB (CBS), and KHNL (Fox). A complementary print ad appeared in that Sunday's Honolulu Advertiser. Since the educational/information campaign began, the Eeonomie Development Division has received many calls from Hawaiians interested in qualifying for loan financing. "It's been very exciting for our staff," says

Linda Colbum, OHA's eeonomie development officer. "The interest and enthusiasm are really gratifying." Subsequent topics for the informational campaign may include education, health, housing, land and sovereignty. OHA's ability to help and advocate for Hawaiians hinges in large part on OHA's ability to communicate with the people-on what programs are offered and how beneficiaries may avail themselves of them. It is equally critical to inform the people of issues that affect the Hawaiian community, particularly in this centennial year of the illegal overthrow of the Hawaiian kingdom that has generated such substantial interest in sovereignty. Until recently, OHA relied almost exclusively on Ka Wai Ola to get the word out on issues and programs. In November, 1991, videocasts of Board of Trustee meetings began to air on 'Olelo (Channel 22) and other community access television stations on the neighbor islands. Surveys being conducted through OHA's Planning and Research

Office, however, show that neither Ka Wai Ola nor the videocasts reach all beneficiaries. Ka Wai Ola is familiar to over 90 percent of Hawaiians surveyed, though only a little over 50 percent read the paper in its entirety. There are distinct differences by age group, however, with younger beneficiaries iess likely to read the paper-as is true in the general community. Frequent television spots, reinforced by print messages, add another dimension to OHA's communication mix, with a relatively low cost per reach given the number of people who watch television-over 90 percent of the state. OHA's Public Information Office was responsible for the media buys. The public relations firm of Hill & Knowlton/Communications Pacific was hired to do the creative work: writing and producing five 30-second television spots and three full-page print ads. Hill & KnowUon was selected on the basis of the cost-effec-tiveness of its proposal and its

preliminary creative work. Hill & Knowhon is also acquainted with the purpose and mission of the Office of Hawaiian Affairs since it was retained to develop a preliminary plan for increasing national awareness of Hawaiian history and current issues, particularly the quest for self-determination and federal recognition and restitution. Hill & Knowkon nationwide has represented several Indian nations in their quest for justice. These Native American nations include the Arapahoes, Shoshones, Southem Utes, Crow and Navajo. With this campaign, OHA adopts a communication strategy employed by other offices and organizations that routinely eontract with private firms to help get information out to the eommunity. Examples include Kamehameha Schools/Bishop Estate and the Office of the Lt. Governor, whieh hires a private firm to educate the public on how to vote, how to register to vote, and when and where to vote.