Guardian Trust – Rose Hellaby Māori Scholarship

Alexander PR Case Studies

Campaign Overview

The Guardian Trust Rose Hellaby Maori Education Trust is an annual scholarship recognising talented and hard working Māori students. Guardian Trust and AC have a long-standing relationship, first working together on corporate and philanthropic campaigns in 2006.

To boost the profile of the inaugural Rose Hellaby Awards, where $130,000 in scholarships was presented to 120 Māori secondary and tertiary students, Guardian Trust, the sole trustee and investment manager of the Rose Hellaby Māori Education Fund, worked with AC to tell the story of Rose Hellaby and the three students who were the major award recipients for 2012.


Miriama Ketu-Mckenzie, the recipient of a prestigious $30,000 scholarship from the Rose Hellaby Māori Education Fund, was interviewed by Good Morning.

Speaking to Phil Morgan Rees, Guardian Trust’s general manager of personal client services, and Miriama, interviewer Matai Smith discussed how entrusting a legacy to Guardian Trust can see it grow and benefit others far beyond a single lifetime. Guardian Trust, which distributes $32 million annually from 462 New Zealand charitable trusts, had its website linked to Good Morning’s website, with an invite to potential future recipients to apply for the Rose Hellaby postgraduate Māori scholarships and other gifts from the fund.

Miriama Ketu-Mckenzie was also interviewed by Paul Diamond, the stand-in host of National Radio’s ‘Saturday Mornings with Kim Hill’, and Radio New Zealand’s Eru Rerekura for Te Manu Korihi.

The other 2012 recipients, Lewis Neihana Tait Jones and Jessica Templeton, also received coverage; Lewis featured in the Waikato Times and online at and Jessica appeared on Canterbury TV.