Social Good Award

Motion Sickness 44 Proud to be Māori

2021 Social Good Award
Credits
  • Pou Auaha / Creative Directors
    Sam Stuchbury, Jordan Stent
  • Ngā Kaimahi / Team Members
    Will Macdonald, Anna Maxwell, Hilary Ngan Kee, Jolin Lee, Freddy Riddiford, Joseph McAlpine
  • Kaitautoko / Contributors
    Kātene Durie-Doherty, Fender Henare Maeva, Samantha Haehae, Richard Green, Renee Solomon-Tauhinu, Ziga Zupancic, BigPop Studios
  • Client
    Te Whānau o Waipareira
Judge's comments:

Such a simple and powerful statement. Pride explodes from the images and the execution is perfect. Emotional and crystal clear.

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

The gentle, but brutally impactful anti-racism campaign is a slow burner. Slowly, slowly working to dismantle the tacit approval of everyday racism.

Description:

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.