AUCKLAND, Today: Originally launched in 2021 as a vaccination drive, Fight for Your Whakapapa has proven its impact across Aotearoa, delivering over 1.5 million COVID-19 vaccinations to communities nationwide.
Its second-phase campaign exceeded expectations, tripling its 10,000-target for MMR, HPV, and flu vaccinations to achieve over 30,000. Since the campaign began, over 240,000 Hauora packs have reached diverse communities.
Now, Whānau Ora has expanded Fight for Your Whakapapa, working with over 100 providers across Te Ika-a-Māui to shift focus toward vital cancer screenings, aiming to make a difference in early detection.
With Māori communities facing disproportionately high cancer rates, the campaign now highlights the importance of staying up-to-date with screenings to ensure timely treatment and prevention.
“Honouring our whakapapa means safeguarding the future for generations to come. By recognising the deep connections between our past, present, and future, we ensure that the strength of our tūpuna continues to flow into the well-being of our whānau.” – Merepeka Raukawa-Taiti (Te Arawa)
Celebrating ageing as a right, the campaign reframes regular screenings as an investment in longevity, supporting the chance to live a long, connected life with whānau.
“Honouring our whakapapa means safeguarding the future for generations to come. By recognising the deep connections between our past, present, and future, we ensure that the strength of our tūpuna continues to flow into the well-being of our whānau.
“Our aim is to empower communities to take charge of their Hauora. By focusing on a collective approach, we not only support individual well-being but also nurture the interconnectedness of whānau and Te Whare tapa whā, strengthening the bonds that keep our communities strong,” says Merepeka Raukawa-Taiti (Te Arawa), Chair, Whānau Ora.
The campaign maintains its focus on rural and regional communities, tackling access challenges like clinic proximity, digital/mobile reach, and limited media infrastructure, with an emphasis on early intervention and community well-being.
Moving forward, Fight for Your Whakapapa aims to stay grounded in its community-driven approach, building trust and connection through local leadership and support.
CREDITS
Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury PDINZ
Head of Strategy: Hilary Ngan Kee
Kaitaunaki Māori: Kātene Durie-Doherty PDINZ (Ngāti Porou, Ngāti Kauwhata, Kāi Tahu, Rongowhakaata, Rangitāne, Ngāti Raukawa)
Creative Director: Melina Fiolitakis
Creative Director: Jordan Stent
Creative: Schumacher Leona (Hakupu, Tuapa)
Account Director: Joe Fraei (Ngāti Awa, Tuhoe)
Head of Production: Joseph McAlpine
Producer: Andy Mauger
Photographer: Holly Sarah Burgess (Ngāpuhi, Te ātihaunui-a-pāpārangi)
Director of Photography: Devin Narsai
Senior Designer: Patrick Hickley
Senior Designer: Hamish Steptoe
Designer: Moana Peterson (Hāmoa)
Head of Post Production: Jolin Lee
Post Production: Damian Golfinopoulos
Sound: Bigpop Studios
Senior Media Planner: Shannon O’Connell (Ngāti Whakaue)
Digital Media Planner: Ella Liddell
Pou Tikanga: Tā Mason Durie ONZM, KNZM (Ngāti Kauwhata, Rāngitane, Ngāti Raukawa)
Client: Whānau Ora
Chief Operating Officer: Awerangi Tamihere MNZM (Ngāti Kauwhata, Rangitane, Ngāti Raukawa, Ngāti Porou)
Director: Maria Helegan (Ngāti Maniapoto, Ngāti Porou ki Hauraki, Ngāti Whakaue, Ngāti Rangitihi)
Kaiarahi: Paula Parkin (Ngai Te Rangi)
Relationship Manager: Nigel King (Ngapuhi, Te Hikutū)
Regional Engagement Coordinator: Corey McAleese (Ngāti Raukawa)
Regional Engagement Coordinator: Melissa Waaka (Ngai Te Rangi, Te Arawa)
Regional Engagement Coordinator: Moewaka Te Rangi (Te Arawa, Ngati Kahungunu, Whakatōhea, Ngati Toa Rangatira)
Coordinator: Falyn Flavell (Te Arawa)
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