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Te Whānau o Waipareira serves as an advocate and a voice of empowerment; an organisation with a bold vision, lighting the path for their people, to support positive life changes for Urban Māori and their whānau. This vision is the driving force behind the ‘Proud to be Māori’ brand campaign.

Created in collaboration with the Waipareira whānau, ‘Proud to be Māori’ is a fearless call for Māori to reshape and regain control of their own narrative; their cultural identity, their tikanga and their whakapapa. This campaign is underpinned by the tireless mahi that Te Whānau O Waipareira undertake for their community, and acknowledges the challenges faced by Māori within a landscape of systemic racism and oppression.