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Annual Report of the Diversityworks Charitable Trust Inc

Table of contents

Vision, mission and strategic objectives

Chairperson’s report to the Annual General Meeting


Diversity Promotion through Social Networking (DPSN); Diversity Inquiry (DIVINQ); How Diversity Works; “My Friend is a Superhero” – Kids’ book; Unique Extras; Unique Business; SignDNA; Whānau hauā: The Forgotten Treaty Partners; I Think Differently

Funders and networks

Web statistics

Diversityworks website; DPSN; IGODAP; Unique Extras


Board of Trustees; Projects Team; Registered Office; Solicitors; Auditors; Bankers; Contact details

Vision, mission and strategic objectives


Our worlds change effortlessly through diversity and creativity.


To inspire inquiry into the nature of diversity, creativity and social change.


Honesty, Integrity, Playfulness, Generosity, Exploration


Diversity > Creativity > Social change


Facilitate opportunities for projects and partnerships that promote diversity and creativity as levers for healthy social change.


  1. Continue successful projects
  2. Seek new opportunities
  3. Monitor unsuccessful projects and seek alternative approaches
  4. Intentfully utilise humour and play to maximise knowledge retention and experiential learning
  5. Seek like-minded people and organisations with whom to partner.



Chairperson’s report to the Annual General Meeting

Thinking back to the setting up of Diversityworks Trust in 2005, it is amazing that we are ever more successful in year number eight. Congratulations to everyone that has been involved over the years.

This year seems to have been extremely busy with the More Diversity on Screen campaign. Thank you to MSD for supporting this through the Think Differently campaign.

My favourite project has been My Friend is a Superhero, a kid's book written by Barbara Pike and Philip Patston, and illustrated by Sam Orchard. The book aims to influence children (and their parents) away from negative sterotypes. The funds needed to print 1200 copies of the book were successfully gained from the crowdfunding site, PledgeMe. Partnering with Duffy Books in Schools allowed us to distribute a copy to 500 low decile schools. If you haven't already, you can purchase a copy from MightyApe. 

Partnerships have been a theme this year — we have also umbrellaed SignDNA this year to support DeafRadio to set up an archive of NZ Sign Language footage for the Deaf community. We also enjoyed working with Brent Macpherson from Stretch Productions and Dr Huhana Hickey to try and raise money for the documentary "Whānau hauā: The Forgotten Treaty Partners", about disabled Maori in Northland and, while not successful, we believe it is a great initiative and wish Brent and Huhana all the best as they seek a different path.

We are still here due to the commitment of our trustees Sarah Travaglia, Jeremy Patston and the hard-working Philip Patston. A big thank you to our trustees, staff and supporters.

Carol Waterman | CHAIRPERSON

July 2013



Diversity promotion through Social Networking (DPSN)

Early in 2012 we made some changes to DPSN to revive and refocus the network. We changed the online format to a WordPress blog where we document events DPSN attends or hosts, and post weekly blog entries ourselves and from others. We also began to take a broader look at issues and events that involve diversity, creativity and social change.

The new strategic aims of DPSN include building and bringing together a diverse community of people on the margins of society, who may not normally network with each other. This has been reflected in the increase in DPSN blog followers from 18 to 839, and Facebook “likers” from 126 to 478.

We also aimed to engage in conversations about diversity, creativity and social change - Diversityworks’ strategic “keys to a wiser future” - in order to achieve changes in attitudes around diversity, acceptance and inclusion and foster a leadership approach to social change. This has been reflected in 78 blog posts so far, including posts from four independent guest bloggers, which have generated discussion on both the blog and Facebook page.

100 Days Project

This year Diversityworks Trust has entered Emma Rogan’s 100 Days Project. Our entry, 100 Faces of Diversity, aims to blog a photo a day on DPSN of one individual with their answer to the question, “What makes you unique?” The project started on June 7 and will continue for 100 days. At the end of the project we aim to exhibit the photo’s and quotes in a one night only exhibition.

So far the 100 days project posts have been some of the most popular ever on DPSN, with up to 126 views per day. We have suspended our usual weekly blog posts while the project is on.

Diversity Inquiry (DIVINQ)

A couple of DIVINQ workshops were run at Epsom Girls Grammer School between February and June 2013. The Executive Director ran an afternoon workshop for the Peer Mediation Team in February.

How Diversity Works Exhibition

Prospective partners were approached to organise a second exhibition and related programme in 2013, however this was unsuccessful.

“My Friend is a Superhero” Kids’ book

My Friend is a Superhero!, written by Barbara Pike and Philip Patston, is a kids book which aims to reframe disability through the lens of functional diversity. The books purpose is to influence children (and their parents) away from negative stereotypes, as well as portraying unique aspects of function and experience to encourage children’s natural curiosity.

In 2012 comic illustrator Sam Orchard agreed to work with us to create a full colour mock-up of the book. A small trial-run was printed at the end of 2012 to gauge the level of interest. The trail books proved popular and Duffy Books in Homes agreed to distribute 500 copies of the book to Decile 1, 2 and 3 schools across New Zealand. A PledgeMe campaign was run throughout March 2013 to meet printing costs, raising over $4000. 1250 copies were printed as a result of this campaign.

500 books were donated to Duffy’s in June 2013 and approximately 200 distributed as “rewards” for the PledgeMe campaign. 100 of the remaining books are now for sale online on MightyApe, with discounts available for bulk orders for schools.

Unique Extras

Unique Extras was funded from May to October 2012 by the NZ Government’s Think Differently campaign, which aims improve attitudes and behaviours towards people who experience disability.

Phase 1

The first phase of the project, running May-October 2012, used the popularity of these media genres to influence public attitudes toward disabled people by:

Promoting disabled and Deaf people as extras

Media has a high conscious and sub-conscious impact on society. The ’Unique Extras’ project worked with media/production companies to encourage them to use disabled or Deaf people in non-featured roles in popular media including advertisements, tv dramas and films. This provided employment opportunities for disabled people and allowed a space for other actors and crew to interact with disabled people professionally.

Increasing appreciation and visibility of disabled and Deaf people

The ’Unique Extras’ project worked to increase the appreciation of disabled and Deaf people's talents among media/production and the frequency and breadth of diversity portrayed in screen media in a low-key, regular manner.

We believed this was a more effective way to promote awareness than having disabled featured characters as it allows a diversity of people to be visible without over-emphasising the issue of disability — people just happen to be in scenes interacting in everyday settings.

Phase 2

In December 2012 the Ministry of Social Development’s Think Differently project again funded Diversityworks Trust to support increasing diversity on screen and influencing the way that disabled people are portrayed in the New Zealand media.

Disabled people represent almost 20% of the population and yet they are not fairly represented on television screens. The infrequent appearance of disabled people on television screens results in audiences being overly-fascinated by the novelty of disability when it does appear. Diversityworks Trust saw the need to saturate the media landscape with ‘everyday’ portrayal of disability in order to make disability more usual to audiences. In order for this to happen the television industry requires a major shift in attitude to accept diversity on screen.

Diversityworks Trust took an action based research approach to addressing this imbalance, working closely with BORDERLESS, the Social Change Company leading thinking and actions that deliver positive change results throughout the world.

Conducting media scans

Two media scans were carried out, before and after the proposed intervention, initially to determine the degree to which the intervention has had an influence on the television industry. Over the course of the research it became evident that a longer timeframe for change would be needed. The first scan looked at current portrayals of disability in NZ and the second focused on commentary about disability in the media, predominantly overseas.

Producing a TV Commercial (campaign)

A 30-second TV commercial was produced and broadcast on Maori TV, TV3 and FOUR, and online through a viral campaign promoting the idea of more diversity on screen and encouraging the audience to a call to action via the Diversityworks AND Unique Extras websites. This information was captured and used to promote the campaign, driving home to broadcasters, casting agencies and the general public the need for this change. The ad was broadcast free of charge by Maori TV and MediaWorks.

Facilitating conversations with the TV industry (survey)

Diversityworks surveyed and met with agents, production houses, ad agencies, film makers, broadcasters and the public to advocate for more saturation of positive, everyday portrayals of disability in the media. Meetings were through face-to-face, telephone and email interviews, and an online survey to identify points of influence. Information from a media scan, previously recorded interviews with key industry personalities, and a talent brochure developed in phase one of this project, were used to influence the industry during the interviews.

Producing camera interviews

As well as documenting the findings in writing, eight of the conversations were captured on film, to add to five previously filmed interviews. This would allow the opportunity, particularly if the project is successful, to retrospectively tell the story of how the change was created.

Unique Business

We  secured funding from the Ministry of Social Development's Employment Innovation Fund to support disabled people into self-employment between 1 July and 30 November 2012.

On average the programme was reasonably successful. Elements of the programme that weren’t successful seem to have been due to internal factors such as motivation and external systemic factors such as funding policy.

We thought that three of the original 11 participants (27%) were more likely to succeed in the long-term. Self-employment is a long game and we thought that others benefitted from becoming clear about whether or not self-employment suited them.

We recommended that MSD continue to explore self-employment as an option for jobseekers, but keep in mind the self-motivation and perseverance needed to be sustainable. We also recommended, from our learning, that a more one-on-one, rather than group, approach would be more successful and that a longer period of one year would lead to more successful outcomes.

We recommended relaxing criteria for start-up funding from Workbridge to assist people to engage support to do market research, forecasting etc in order to prepare business plans.


The SignDNA project – Sign Language Deaf National Archive – carried out in partnership with Deaf Radio has made big leaps and bounds in the last year. Along with the official establishment of an advisory group made up of representatives of the Deaf community from across New Zealand, we have also established formal relationships with organisations significant to the archival project, such as Film Archive New Zealand, NZ on Screen, Auckland Deaf Society, van Asch Deaf Education Centre, Kelston Deaf Education Centre, Deaf Aotearoa New Zealand, National Foundation for the Deaf, Attitude Pictures, Victoria University of Wellington Deaf Studies Research Unit, Auckland University of Technology, TVNZ Archives, New Zealand Film Commission, and Archives New Zealand.

Contributions from the Deaf community have been immensely positive, with funds, films and tapes donated. To date, we have around 450 reels and tapes from private collections and organisations, with the earliest dating back to 1950.

The project has been successful in obtaining funds from the New Zealand Lottery Grants Board, ASB Community Trust, InternetNZ, Deaf Development Fund, and National Services Te Paerangi, Te Papa. These funds has helped with the digitisation of video footage, with a large amount set aside for the development of the website for the SignDNA online archive; of which development is to commence in July 2013.

The launch of the online archive is estimated to be late November to early December 2013.

Whānau hauā: The Forgotten Treaty Partners

Diversityworks Trust and Stretch Productions had the initiative to work in conjunction with Dr Huhana Hickey to produce a documentary Whānau Hauā: The Forgotten Treaty Partners during the financial year of 2012-2013.

Apart from a few meetings with Philip Patston and Huhana, unfortunately, very little progress was made to develop this exciting project. As a result, Stretch Productions is currently working with another production company who has the expertise to secure funding. Dr Hickey is aware of this and is fully supportive for Stretch Productions to work with an established line producer rather than Diversityworks Trust.

I Think Differently

I Think Differently is a disability toolkit that MSD approached Diversity New Zealand Ltd to create in 2011, as part of the Government's Think Differently campaign to improve attitudes and behaviours towards disabled people. The intention was for Diversityworks Trust to host it in the long term.

The toolkit aims to reframe and rename disability in order to focus on uniqueness and resilience rather than abnormality and deficit; to put into practice Gandhi’s idea that, in order to change the world, we must first change ourselves to reflect the change we wish to see in the world; and to find new ways for people who experience disability (and those who don’t, yet) to interact with each other.

A highlight this year (2013) was “Career Champion”, a 20-weekly blog series that explored a disabled person's search for work by establishing a catalogue of job search ideas and entertain, inspire and encourage by describing the experiences that happen along the way.

The writer was Sally Champion. Instead of trying to fit herself into an advertised job she wanted to use her skill set and manage her disability in a way that worked best for her employer(s) and herself by contracting in her area of expertise, which is writing. Sally wrote a first person blog series, talking about aspects of her life alongside her search for work, with the intention that this broader perspective would bring the blog alive and demonstrate how important paid work is for everyone.


Funders and networks

Once again we acknowledge with gratitude the support of our network of organisations and individuals who share our passion and commitment to realising the value of diversity, creativity and social change.

ASB Community Trust

Be. Institute



Deaf Aotearoa

Epsom Girls Grammar School
 - Jeannie Grant


Lottery Environment and Heritage

Mental Health Foundation

Ministry of Social Development (Family and Community Services)

NZ Relay

Stretch Productions

Te Papa Helping Hands Grant




Web statistics 1 July 2012 to 30 June 2013

Diversityworks website


Visits: 4,542 from 86 countries/territories

Unique Visitors: 3,378

Pageviews: 10,026

Pages / Visit: 2.21

Avg. Visit Duration: 00:01:53

Bounce Rate: 59.53%

% New Visits: 72.41%



3,847 views from 69 countries/territories



478 Facebook Likes



Visits: 5,256 from 108 countries/territories

Unique Visitors: 4,160

Pageviews: 17,091

Pages / Visit: 3.25

Avg. Visit Duration: 00:02:00

Bounce Rate: 62.35%

% New Visits: 77.80%



13,940 views from 55 countries/territories



282 Facebook Likes



5901 views from 13 countries/territories



40 Facebook Likes



Board of Trustees

Carol Waterman (Chairperson)

Jeremy Patston

Philip Patston (Founder and Director)

Sarah Travaglia

Projects Team

Barbara Pike (EA/DPSN)

Anna Nelson (DPSN)

Sam Orchard (Kid’s Book)

Cola Larcombe (Unique Extras to Sept 2012)

Lesley Slade (Unique Business to Nov 2012)


- Sonia Pivac

- Dan Hanks

Stretch Productions (Whānau Hauā)

-Brent Macpherson

- Huhana Hickey

Registered Office

Private dwelling, Westmere, Auckland 1022


Nick Hodson Lawyers – Auckland


Markhams – Auckland


ASB Bank – Dominion Road Branch

Contact details

PO Box 46256, Herne Bay, Auckland 1147
Aotearoa New Zealand

Phone: 09 376 4830

Email: diversityworks@diversitynz.com

Web: www.diversitynz.com