Motion Sickness, Whānau Ora create NZ’s longest ad to increase enrolments on Māori electoral roll

Motion Sickness and Whānau Ora have launched the longest ad ever made in Aotearoa: a 30-minute Māori Roll Call delivered by Tāme Iti, featuring the names of more than 500 voters.

The campaign seeks to increase enrolments on the Māori electoral roll, ensuring a Māori voice in the decisions that shape Aotearoa.

Will you answer the call?

Campaign videos features activist and artist Tāme Iti asking, ‘Will you answer the call?’ to encourage Māori to raise their hands for greater Māori representation in Parliament.

The content directs people to a microsite where they can enrol or switch to the Māori roll, with the option to add your name to the campaign once you’ve enrolled.

The campaign came about from data showing that of over 695,000 potential Māori voters, 298,000 are on the Māori roll, while many others are either on the general roll or not enrolled at all.

However, to increase the number of Māori seats in Parliament, more voters need to opt for the Māori roll and vote in a Māori electorate instead of a general one.

Kātene Durie-Doherty, head of Māori culture at Motion Sickness, says: “Participation doesn’t happen in a vacuum. It takes whānau feeling informed, empowered and part of something bigger.

“That’s what this campaign is here to do. It’s not about taking sides – it’s about backing ourselves.”

A fresh statement

Sam Stuchbury, Motion Sickness’ executive creative director, says: “Creative development is sometimes about protecting what made the idea good in the first place – in this case that was the roll call itself.

“We kept the concept singular and let the names and people stay front of stage. No bells and whistles. Even the out of home, just a name on a black billboard, hits you in the face and makes you wonder. I loved this project and the statement feels pretty fresh for electoral communications.”

Creative director Melina Fiolitakis says: “The minimalism of this idea allowed us to play with symbolism and restraint.

“The stage was inspired by the distinctive checkered tiles of the Beehive’s press gallery, a scene synonymous with political decision-making in Aotearoa.

“This was reimagined into a Poutama pattern to symbolise the upward journey of growth, learning and the pursuit of knowledge. When Māori have stronger representation in parliament, Mātauranga Māori impacts the decisions made there, and ultimately the fabric of parliament itself,” Fiolitakis adds.

Influencers add their voice

Targeted out of home executions feature names of those on the Māori Roll in that region.

Influencers including director and actor Taika Waititi, lawyer Tania Waikato and comedian Joey Daymond continue the Māori Roll Call where Tāme Iti left off.

The names, faces and hands featured in the campaign were shared with consent by voters on the Māori roll.