We are a creative agency inspiring social change.


There’s a powerful quote that has always motivated Curative.

“If you think someone must do something, don’t forget you are someone.

Like most people, we hope for a better world.  And, we know that to make a difference, we must do something, now.

Founded in 2012 by Eddy Royal and Jade Tang-Taylor, Curative has been committed to finding interesting new ways to inspire change since day one.  Eddy now leads an experienced team of creative thinkers, who are passionate about creating beautiful work that makes real impact.

We spend our days working with the change-makers and the brave to help change the narrative of some of our most complex social issues. We’re lucky to work with people and organisations committed to making the world better, who are open to trying new things, and who truly value the perspectives and insights of their audiences

Our work includes shaping the way that issues are presented, helping people understand what perpetuates harm, and empowering people to take their own actions for positive change.

We love the challenge of finding unique and engaging ways to tell the stories of amazing changemakers. We know how to create brands that stand out, and how to get people behind a cause.





Those with vision and passion.

Meet the family.



Eddy Royal

Director and Tea-Drinker

Eddy’s passion for social change, her creative thinking and ability to bring people together around a cause get put into action everyday at Curative. She loves nothing more than a challenging new brief, and exploring brave new ways to create conversations that lead to change.  

You can often find her facilitating workshops, clarifying insights and working with others to dream up new ideas.  

Eddy draws on her years of commercial experience in PR and Advertising to use her practiced strategic thinking and ideation to help respond to complex social issues.

When she isn’t at Curative, she’s planning her next beach adventure with her husband Gareth, or cooking food with the two teenagers they care for together.




Rachel Turner

General Manager

Before Curative Rachel worked at a mix of international advertising agencies and local independents. She has led teams on large corporate campaigns, through to smaller social campaigns, for sustainable initiatives.  With experience across private and public sectors, including government, local government, not-for-profit, banking, insurance, FMCG, telco, and start-ups.   




Ruth Blair

General Manager

Ruth’s desire to do good, and her belief in creativity as a means to solve complex social and environmental issues guides her work with Curative.

On any given day, you’ll find her teasing out opportunity, unearthing insight, championing brave thinking and supporting fellow humans as they change the world.

Before Curative, Ruth worked for highly acclaimed multi-national ad agencies and brings that rigor and pursuit of creative and commercial excellence to the social change marketing space.

When she’s not at Curative she is working on her own social enterprise with her husband James and chasing their two tiny humans, William and Florence around the garden.


Jo Mitchell

Jo Mitchell

Project Manager

Jo's journey so far has been in the world of marketing strategy and insight. During her years in insights she has worked on qualitative research projects across a number of different industries from telecommunications and technology through to FMCG and not-for-profits. She is passionate about connecting people with brands and causes. Her curiosity is what drives her to explore what makes people tick and continue to find better, more creative ways to raise awareness, shift attitudes and ultimately change actions.




    Anna Starr

    Project Manager

    Before Curative, Anna was a devoted advocate for studies in the creative arts and industries, championing its value in society and inspiring others to get involved. She began her career as an artist herself and has further explored creative opportunities through photography, advertising and marketing. She has brought her passion for ideation and contemporary storytelling to all projects. Anna believes that if you’ve got an idea to share, or a message to communicate, it is best delivered through a concise and accessible story. And great stories have the power to shift perspectives.



    Kaan Hiini

    Senior Designer

    Before Curative, Kaan was travelling the world, documenting his adventures through photography and short film. Throughout his travels he met a diverse range of people, each on their own journey. These people, and the places Kaan explored ignited his passion for storytelling, prompting him to use his experience in graphic design, photography and videography to do so. With his strong sense of adventure, Kaan strives to challenge himself, continuously learning new skills, and pushing creative boundaries to tell stories in new and thought provoking ways.




    Logan Bradley

    Senior Designer

    Logan likes things to look good.

    His desire to bring a contemporary aesthetic to projects that have a meaningful purpose has become a reality with his work at Curative. His background working as a multi-media designer means that Logan likes to approach things from various angles, with the aim of bringing to life visuals that are modern and resonate with those that interact with them. 




    Elissa Baledrokadroka

    Junior Designer

    Before Curative, was studying Graphic Design at Unitech. This is her first job after graduating. Elissa joined Curative initially as part of our summer internship programme, and was so great we couldn't let her go.






    innovate change

    innovate change is a social change agency that uses creative and participatory approaches to build social connectedness that enables youth development, whānau wellbeing and positive ageing.

    We share our studio with innovate change, and collaborate on many projects to set the direction together and review the progress of programmes that we deliver.