Whānau Ora, in collaboration with creative agency Motion Sickness, has unveiled a campaign to enhance Māori aspiration and inspiration.
Over the next six weeks, the campaign will run across digital, TV, and out-of-home media, captivating audiences with its impactful launch video, print ads, programmatic content, and bespoke regional outdoor displays.
Our Future is Māori speaks to the simple assertion that Māori must – and will – take charge of their own future. Using impactful imagery of whānau across Te Ika-a-Māui, the campaign is a reminder of Tino-rangatiratanga, and stresses the effectiveness of a for Māori by Māori approach to supporting Whānau wellbeing across the country.
Kaitaunaki Māori, Motion Sickness, Kātene Durie-Doherty (Ngāti Porou, Ngāti Kauwhata, Kāi Tahu, Rongowhakaata, Rangitāne, Ngāti Raukawa) says:
“A vision that was co-designed in partnership with over 100 Whānau Ora providers. Their efforts were propelled by an unwavering determination, resilience, and an indomitable spirit, all aimed at embodying the wairua and aspirations of Māori communities, reaffirming the effectiveness of an approach centred on Māori supporting Māori in nurturing the holistic well-being of Whānau throughout the nation.”
Set to the backdrop of ‘Tūtira Mai Ngā Iwi’ (a unique arrangement composed by the late Wi Huata and performed by Kahurangi NZ māori dance theatre at Tākitimu Marae), the suite of hero films, portraits, and bold statements of belief give an honest portrait of the realities of Māori whānau and thriving communities interwoven with Whānau Ora throughout Aotearoa.
For Whānau Ora, the campaign will usher in a new future for the commissioning agency, which has proven its effectiveness nationally when responding to major events like the cyclones and flooding. The Our Future is Māori campaign shows that beyond responding to crises, Whānau Ora is the best delivery arm for other, more future-focused initiatives.
Chief Operating Officer of the Whānau Ora commissioning agency for Te Ika a Māui (North Island), Awerangi Tamihere (Ngāti Kauwhata, Ngāti Porou) says a future focussed message is imperative as we move past a difficult last three years.
“Māori continue to bear the brunt of inequity, inequities highlighted even more so over the last three challenging years. We know all too well that the historical and ongoing structural inequities sees Māori overrepresented in several negative statistics in Aotearoa. Whānau Ora providers are committed to reversing these numbers by supporting positive outcomes for Māori,” she says.
Whānau Ora Chair, Merepeka Raukawa-Tait (Te Arawa), says Our Future is Māori represents the urgent need for Māori to take control of their own destiny and create mobility in stubborn statistics.
“Māori are the solution, they are not the problem and we are tired of the negative connotations associated with who we are, what we do and how we do it. The messages, the images and the mana in this campaign are all an overdue mirror we need to hold up high for ourselves, for each other and for our mokopuna to change the narrative and stand tall. Solutions of change will come from our communities and right now we are happy to lead that charge because this is our country, this is our future and we deserve it”.
There is strength in knowledge, and there is strength in whakapapa. Whānau Ora are carving the way forth, in an ode to those who have come before. A path for Māori, by Māori.
Credits:
Whānau Ora team: Awerangi Tamihere, Kātene Durie-Doherty, Maria Te Whiu, Jason Paahi
Relationship Managers: Corey McAleese, Hinemoana Shedlock, Tāmati Taurere
Kaitaunaki Māori (Head of Māori Culture): Kātene Durie-Doherty
Pou Tikanga: Sir Mason Durie
Executive Creative Director: Sam Stuchbury
Creative Director: Jordan Stent
Head of Strategy: Hilary Ngan Kee
Senior Creative: William Macdonald
Senior Designer: Hamish Steptoe
Account Director: Anna Maxwell
Creative: Freddy Riddiford
Head of Media: Dom Meehan
Voiceover: Lily Rupapera
Choir: Kahurangi NZ Māori Dance Theatre
Marae: Tākitimu Marae (Waihīrere)
Waka: Kahakura Kaihoe & Te KorowaiProducer: Joseph McAlpine
Photography: Jordan Stent
DOP: Žiga Zupancic
Second Unit DOP: Vanessa Vandy
Editor: Jolin Lee, Pete Hansen
Composer & Sound Design: Jordan Iusitini
Colourist: Matic Prusnik
Sound Recording: BigPop Studio
