Waiho i te toipoto,kaua i te toiroa

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Waiho i te toipoto, kaua i te toiroa

• Let us keep close together, not wide apart

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Health Sponsorship Council

• Commend the HSC for organising hui
• Opportunity for Maori to have a korero
• How can we use concepts and tools of social
  marketing
• Tangata whenua constantly subject to social
  marketing programs
• General, little involvement in design only
  testing of messages through focus groups

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No Expert

• No expert on social marketing
• From my perspective it is about communication
• Aimed to influence peoples beliefs, attitudes
  and due course behaviour
• Social marketing long term effect behavioural
  change

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Social Marketing

• Social marketing often involves measuring
  changes in peoples values, attitudes and
  behaviour
• Aim to effect behavioural change- so that new
  beliefs, values and behaviours are accepted and
  internalised as normal
• Maori are therefore subject to many social
  marketing campaigns where it is desired to change
  why we think, believe and act

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Maori Use of Social Marketing

• Purpose of conference- how can Maori use social
  marketing to effect change we want to create
• Timing of conference interesting
• NZ at a stage in history where we recognise Te
  Tiriti o Waitangi, signed in 1840 by different
  tribes with British monarchy, our founding
  constitutional document, has had a chequered
  history and at time recognised as valid or null
  and void

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1970-2000

• Considerable efforts made by different Maori and
  non Maori individuals and organisations to
  increase awareness and understanding of the
  significance of the Tiriti o Waitangi
• We have fought for inclusion of Treaty of
  Waitangi in legislation and government policies
• Each government generally develops own policy
  and statement on position to recognition of Te
  Tiriti o Waitangi, often building on whats gone
  before
• Focus now on whanau development for Maori- move
  away from hapu and iwi

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Closing the Gaps Report

• Closing the Gaps report from Te Puni Kokiri (
  1999) a classic report
• Summarised achievements that occurred for Maori
  as an outcome from previous government policies,
  legislation and programs
• The report challenged the Labour Government to
  commit to address and eliminate Maori disparities

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Lessons Learnt

• Sharp focus on Maori generates hostility
• Considered unfair by many groups in the
  community and politicians for Maori to have the
  same opportunity as non Maori and to enjoy at
  least the same quality of life as Pakeha
• NZ social structure depends upon Maori being
  seen and perceived as the underclass
• If we are not at the bottom, who are in this
  position
• Respond to Pakeha backlash policy remodelled to
  focus on those on low incomes

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Role of Media

• Media played a major role in undermining Closing
  of the Gaps policy
• Media did not educate the public about Te Tiriti
  o Waitangi and impact of lack of recognition on
  Maori
• Did not promote the positive benefits that would
  occur for NZ if Maori achieved at least the same
  outcomes as Pakeha in terms of health, education,
  employment, income , housing and so forth

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National Party Found Under Class

• New leader of National Party found and
  identified that there is an underclass in NZ.
  Size unknown but Maori are part of the underclass
  who have been left behind.
• Identifies that real gains could be achieved if
  under class had real opportunities
• Same time National Party aims to remove Maori
  seats if power and not prepared to support
  Turias Private Members Bill to restore status
  quo on Foreshore and Seabed

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What can we learn?

• Learn from the saga of the Closing the Gaps
  Policy and new national party political interest,
  that political parties are terrified of Maori
  having both political and economic wealth
• Political parties now depend upon defining
  themselves as being different from others by the
  policies they have towards Maori
• Differentiation is defined on views on treaty,
  costs of treaty grievances, place of treaty in
  constitutional arrangements

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Treaty of Waitangi Deletion Bill

• Interesting stage in history- Doug Woolerton and
  NZ First now aim to remove treaty from all
  legislation ( null void)
• Rationale inclusion has harmed race relations,
  principles not defined allow judges to decide,
  encourages litigation and detracts away from the
  development of Maori and non Maori
• No evidence to support any propositions for
  removal

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Government Education Program

• Human Rights Commission and State Services
  Commission now have social marketing programs in
  place related to education and awareness on Te
  Tiriti o Waitangi
• Human Rights Commission are required to promote
  research, education and discussion a better
  understanding of the human rights dimensions of
  the Treaty of Waitangi and their relationship
  with domestic and international human rights.

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Human Rights Commission

• Strategy developed on survey and found limited
  knowledge about human rights, relationship of
  human rights to Treaty, and diversity of views
  among Maori and non Maori about the significance
  of the Treaty
• Campaign focuses on key messages Treaty of
  Waitangi belongs to all, it is our founding
  document

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State Services Commission

• Provide the public with factual information from
  a range of different sources
• Information never value free
• Research focused on media in New Zealand and
  psychological effect has found that its promotes
  racism as it endorses Pakeha concepts, values, is
  part of the process of colonalisation and
  marginalises Maori

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Maori Media

• Influenced by mainstream media- use information
  to create Maori news
• Maori discourse and view of the world shaped by
  what we hear, see or read
• Media in general has a lot to answer for in the
  way it reports and has proposed that Maori have
  more rights and privilege than others
• We dont question the right of those 65 to have
  government support irrespective of income or
  assets
• We still are allowing the sale of private
  riparian rights

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Ideological Hegemony

• Gramsci- those who have power create and
  infrastructure to use and maintain their power
  and influence
• Social marketing and use of media are part of
  the system which supports capitalism and
  individual focused economy

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Kaupapa Maori Methodology

• Kaupapa Maori is a framework of thought and a
  way of visualising and interacting with the world
• Often used as a basis for research
• It is a process which Maori can use to reclaim
  and define who they are and be used to shape the
  direction Maori wish to achieve

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Kaupapa Maori Social Marketing Strategy

• Maori methodology should be the foundation of
  any communication strategy
• NZ history now at a stage where it is desired
  by politicians to make Treaty invisible
• Same time growing support for recognition of
  Maori rights and the right to Tino rangatira

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Tino Rangatiratanga Flag

• Huge disquiet at the proposition that the Tino
  Rangatiratanga flag should fly on Waitangi Day on
  the Harbour Bridge
• Proposal generated considerable media, political
  and public discourse
• Tino Rangatiratanga flag has now become a kiwi
  icon, it acknowledges our history, place and
  people
• Now a brand which can be branded

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Pathway Forward

• Now need to move forward
• Government and agencies soften the public-
  greater awareness of Treaty
• Environment is right for Maori to initiate own
  social marketing strategy
• Communicate first with Maori and then supportive
  others
• Increase Maori political influence and power

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Two Votes Count

• Educate Maori on Maori Electoral Roll, Maori on
  general roll and supportive others to use two
  votes wisely
• Use Tino Rangatiratanga flag as a brand to unite
  Maori and non Maori to vote strategically
• Increase voice and influence, that all benefit
  from recognition of Te Tiriti o Waitangi
• National and local council elections not too far
  in the horizon
• Conference provides time and space develop plan
• Treaty is our founding document, living social
  contract, unites all people and provides the
  pathway to secure a positive future for all
• Recognition of the Treaty of Waitangi in all
  areas of life is at the heart of the Maori party

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