In the past, government-backed bodies meant to serve Māori in New Zealand have often achieved the exact opposite, failing to harness the strengths and capabilities of whānau and empower self determination. These shortcomings have resulted in tired narratives of stubborn statistics and unjust problem-based rhetoric.
Whānau Ora represents a culturally-grounded and whānau-centric approach to well-being, emphasising the collective of whānau as the primary determinants of their own aspirations - an approach that has already proven its success.
Whānau Ora approached us needing a campaign that helped build awareness of the organisation and their differing approach amongst Māori to better serve the community. An ask that was encapsulated in the powerful assertion ‘Our Future is Māori.’
This was shared in a film created in collaboration with communities, that reflects the unique and varying realities of Māori across Te Ika-a-Māui. Before being brought to life in out-of-home media, press ads and bold placements opposite parliament that encouraged uncomfortable conversations amongst policy-makers. Challenging not only ideas that were a product of failing to properly empower whānau in the first place, but the continued underfunding of Māori-led initiatives.
Aspirations for people, not systems.
Navigating solutions from within communities.
Carving a path for Māori, by Māori.
Six regions. One hundred partners. One whānau.
Our future is Māori.
A significant element of the campaign was the unique rendition of the late Wi Huata composition, ‘Tūtira Mai Ngā Iwi’ — a waiata that embodies the tikanga and wairua of Whānau Ora, and reflects a powerful act of reclamation.
‘Tūtira Mai Ngā Iwi’ pays homage to Māori identity and encourages whānau to embrace their shared culture. To reinforce the meaningful connection between the waiata and its composer, the arrangement was performed by the Huata whānau along with their whānau kapa haka group, Kahurangi Māori Dance Company, and recorded at Tākitimu Marae - the late Wi Huata ancestral home.