May. 14, 2015

Contributed by Ed Kalama

If you’ve been watching the evening news lately, you may have already seen them.

Through a coordinated media campaign featuring recently developed television commercial spots, Kamehameha Schools is continuing to increase public awareness of the organization’s most impactful initiatives and community work.

The series of commercial spots highlight Kamehameha’s efforts in early childhood education, sustainable agriculture, Hawaiian cultural identity and the development of Hawaiian educational materials through Kamehameha Publishing.  

The spots air on the evening news every other week on KGMB and KHNL through the end of the fiscal year. Additionally, Kamehameha is a sponsor of KITV’s “Hawaiian Word of the Day” segment which includes commercial air time that runs daily on the station’s morning news show.

Coordinated by KS’ Advertising and Direct Marketing department, the commercial spots and the media placement strategy help ensure that KS’ target audiences are aware of and appreciate the schools’ impact on Hawaiʻi.

Department manager Chad Takatsugi says matching the right message with the right audience and right vehicle is the key.

“With the launch of SP2020 looming over the horizon, sharing the exemplary work of Kamehameha Schools and its staff with the people of Hawaiʻi has become important now more than ever,” he said.

“We actively search for media opportunities that align with the schools’ strategic vision and try to create a synergy that puts our message in front of the right people.”

In 2014, the ongoing campaign was recognized by the American Advertising Federation Hawaii Chapter with a Pele Award in the “TV Campaign – Less than $25,000 per spot” category.

“In addition to our long-standing sponsorships, we are also constantly looking for media opportunities throughout the year that are appropriate for our campaign, whether it be the Merrie Monarch, specials on the Hōkūleʻa or even something like the Nā Hōkū Hanohano awards,” he said.

Assisting Takatsugi in these endeavors is KS Advertising and Direct Marketing Specialist Kristina Rau.

View the commercial spots below or Kamehameha’s online video gallery.

East Oʻahu farmer Ed Otsuji and son Jonas gaze out at the family's farmland which was used as a backdrop for a KS agriculture commercial. This and other spots air biweekly on the KGMB and KHNL evening news. Watch all of KS' current commercials below.

Kamehameha Publishing connects quality cultural materials with learners of all ages. In this TV spot, the joy of reading is shared between a mother and son.

Producing TV spots takes time and expertise. Above, KS Advertising and Direct Marketing Manager Chad Takatsugi positions the on-screen talent for a TV commercial.