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The Waipareira-led “Proud to be Māori” campaign has won big at the New Zealand Designers Institute’s Best Design Awards.
Auckland-based agency Motion Sickness won the Best Long Form Award and the coveted Public Good Award.
Creative director Sam Stucbury says it was the agency’s first ever Purple Pin, and the campaign had also been a chance to form a deeply rewarding relationship with Te Whānau o Waipareira.
Judges noted the simplicity and powerful and emotional messaging that made the anti-racism campaign a slow burner working to dismantle the tacit approval of everyday racism.
Waipareira chief executive John Tamihere says the campaign was part of a Māori renaissance, and there will be more to come to show children and mokopuna that they can be proud to be Māori and not bow their heads to anyone.
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