This campaign aims to inform and motivate more than 500,000 Māori age 16 and over to get the COVID-19 vaccine.
“Be a doer! Karawhiua” is led by Te Puni Kōkiri (Ministry for Māori Development), co-delivered by Te Hiringa Hauora (Health Promotion Agency) and supported by the Ministry of Health and the Unite Against COVID-19 teams. Karawhiua means “Give it heaps! Go for it!”
The campaign emphasises collective reasons to get vaccinated but recognises getting vaccinated is an individual’s choice and not everyone can get vaccinated.
Karawhuia complements the All-of-New Zealand campaign run by Unite Against COVID-19 and the Ministry of Health. It will be part of a multi-pronged approach to reach as many people as possible.
Māori communications specialists including representatives from the Iwi Communications Collective have helped inform the campaign.