For this year’s Breast Cancer Awareness Month, Breast Cancer Foundation NZ has partnered with Māori youth poets Ngā Hinepūkōrero to share a message of body positivity via Colenso BBDO.
The campaign is centred around a poem performed by the Māori youth poetry group. ‘Ahi Kā’ is a protest poem which calls on women to love their bodies the same way New Zealand’s first women did. With embarrassment often cited as a reason women avoid mammograms, and Māori women among the most at risk but least screened for breast cancer, the campaign has an important role to play.
Maria Devereux, Executive Creative Director at Colenso BBDO says: “After ongoing korero with Dr. Rachel Ka’ai-Mahuta and Hāmiora Bailey, we realised that within the te ao Māori world view lies a powerful message of body positivity – one that all NZ women can benefit from.”
Through the voices of Ngā Hinepūkōrero, the films …