Following success of ‘Fight for Your Whakapapa’ Whānau Ora evolves platform to tackle cancer screenings via Motion Sickness
Launched as a vaccination campaign in 2021, ‘Fight for Your Whakapapa’, developed by Motion Sickness, has demonstrated its effectiveness in reaching communities across Aotearoa, delivering over 1.5 million COVID-19 vaccinations.
Its second-phase immunisation campaign tripled its initial target of 10,000 administered MMR, HPV and Flu immunisations, with over 30,000 achieved. Over 240,000 Hauora packs have been delivered to various communities since its inception.
Now, Whānau Ora has expanded the ‘Fight for Your Whakapapa’ initiative. Through a collaborative effort of over 100 Whānau Ora providers across Te Ika-a-Māui, the platform shifts its focus to essential cancer screenings.
In an effort to reduce disproportionate cancer rates among Māori, the campaign encourages people to stay on top of their screenings to ensure early detection and treatment. The campaign is a celebration of ageing, highlighting how growing old is something we all have a right to. Regular screenings are repositioned as an investment in your own longevity – increasing your chances of enjoying the long life with whānau you deserve.
“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 platform’s current iteration continues its focus on rural and regional communities. It addresses challenges around geographical proximity to clinics, digital/mobile penetration and media infrastructure. Emphasis on early intervention and collective well-being is key in targeting complacency in communities with limited screening visibility.
The strategic motivation of Fight For Your Whakapapa moving forward is maintaining its ground up model by building trust and resonance via local leaders.
Campaign website: www.fightforyourwhakapapa.co.nz
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)