Agency: Colenso BBDO
Film
OOH
While breast cancer prevalence is higher in wāhine Māori, it isn’t solely a Māori problem - with embarrassment cited as a reason all women avoid mammograms. But body shame isn’t part of Māori culture. In fact, unlike European culture, Māori women honour and cherish their bodies and all the amazing, life-giving things they can do.
Partnering with Māori youth poetry group Ngā Hinepūkōrero, Ahi Kā is an encouragement to all women to adopt a Māori worldview of their body, embracing theirs with love the same way New Zealand’s first women did. Enough love to get your mammograms.