‘Proud to be Māori’ drive recognised

The Waipareira-led ‘‘Proud to be Māori’’ campaign has won two major design awards.

Waipareira CEO John Tamihere said while the awards were pleasing, this was all part of a Māori renaissance.

‘‘The ‘ Proud to be Māori’ campaign is just the beginning,’’ Tamihere said.

‘‘The campaign is part of Māori being free to be who we are and show our children and mokopuna that they can be proud to be Māori and not bow their heads to anyone.

‘‘In the 1960s and 1970s, the state tried to assimilate Māori, by making it undesirable to be Māori. That was an era where the reo, the culture and wairua were assimilated and suppressed.

‘‘The Proud to be Māori campaign is the story of Māori liberation.’’

Created by Auckland-based independent multi-award winning agency Motion Sickness, the campaign won Purple and Gold in the Best Long Form Award and the much coveted Public Good Award.

Judges noted the simplicity and powerful and emotional messaging of the Proud to be Māori campaign, made it a stand out.

‘‘The gentle, but brutally impactful anti-racism campaign is a slow burner.

‘‘Slowly, slowly working to dismantle the tacit approval of everyday racism,’’ the judges said.

‘‘Excellent to see a campaign that focuses on acknowledging and celebrating being Maori. This campaign is unapologetic and beautifully executed.’’

Sam Stuchbury, executive creative director of Motion Sickness, said the Proud to be Māori campaign was rewarding on so many levels.

‘‘Not only was it our first ever Purple Pin, but it was also an incredible moment to see a campaign with Māori at the forefront be recognised on a stage like this,’’ he said.

‘‘‘Excellent to see a campaign that focuses on acknowledging and celebrating being Maori.’’

– Judges