Talkback: Setting course for a new flag

If we can reach consensus, someone will one day be asked to design a new flag for this country. Ideally, this will be done in a formal way with a proper design brief.

As I see it, everyone is having a go at a new design and simply publishing whatever they have come up with in the newspaper. There is little regard for what we have and why we might want to change it.

The new design should be a journey that all of us are taken on. Perhaps the reason we don't seem to be making much progress is because the journey has got off to a bad start. We don't know where we're going or why.

For progress to be made, a brief would be a good start. So I have written what I consider to be the brief of the century.

Q: What is the issue?

A: New Zealand deserves a new flag because the present one has two serious flaws:

* The inclusion of the Union Jack makes it too British at a time when our reliance on Britain has diminished.

* Our flag can barely be differentiated from the flag flown by Australia. Our country and our people are unique - our flag is not.

However, we need to be aware that while there is growing support for a new flag, there is also strong support for the present flag.

Supporters of the status quo contend that thousands of New Zealanders fought and died for the flag as it is today, and for that reason it should not be changed.

Q: Who are we talking to?

A: The ideal would be that the new flag design finds favour with everyone.

The reality should be that opponents of a new flag see the new design as a logical, sensible and sensitive evolution of the present flag.

The new flag lobby must also recognise the country now has a flag that is unique to the nation.

This task and the outcome have a precedent.

Canada redesigned its flag and moved from a close facsimile of what we have today to their stunning red-and-white creation. Safe to say they now have a symbol they believe truly represents their country.

Q: Why should they believe us?

A: Inspiration should come from special New Zealand features.

Black - the colour worn by our sporting heroes.

The heritage and history of the Maori people.

The land we love.

The friendliest people on the planet.

The inventiveness for which we are renowned.

What should the tone of voice be? Simple. Natural. Youthful.

All that remains is one final proviso. Please give this brief, or whatever brief is written, to a New Zealander to work on.

* Scott Wallace is a managing partner at advertising agency DDB New Zealand.