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Crimestoppers says eastern Bay of Plenty iwi are behind a new campaign in the region targeting Maori crime.
John Perham, the chair of the charity that runs the anonymous tipline, says focus groups organised by iwi providers indicated Crimestoppers is seen as a nark’s hotline rather than a tool to assist in the prevention of crime.
He says the focus groups suggested what words, language and imagery would have the most impact on their communities.
The new campaign will initially focus on road risk, especially among young men.
It will then try to encourage behaviour change in areas like family violence and alcohol misuse.
Mr Perham says Crimestoppers will continue to work with Maori communities through police iwi liaison officers to encourage them to become actively involved in the campaign and create their own imagery for future advertising material.
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