Arataua Limited – Phase 1
MCCF supported the kaitono with $180,000 investment to deliver a kaupapa Māori communications strategy, Titiro Whakamuri Kia Anga Whakamua campaign. The campaign focussed on Whangarei, Kaikohe and Kaitaia, and Tāmaki Makaurau to reach Te Tai Tokerau uri living away from home.
The campaign is a unique and bespoke approach to accelerating vaccination in Te Tai Tokerau. It utilises historical pandemic insights and distinctive Māori narratives to increase awareness and encourage whānau to protect their current and future generations.
Arataua Ltd have achieved significant coverage using social media channels. As well as using digital advertising, radio and print media to reach their target cohorts.
Our investment has now completed, and final reporting shows successful activity included:
- Creating engaging videos of interviews with kaumatua on the importance of protecting whānau against the pandemic, centred around their kōrero on the impacts of prior epidemics.
- Using social media platforms which reach rangatahi, such as TikTok and Instagram. 40% of Instagram engagements were aged from 25-34, a key cohort in unvaccinated Māori.
- With a reach of over 100,000 users between Facebook
Whānau Ora Commissioning Agency (WOCA) – Whānau Waipareira
Whānau Ora Commissioning Agency (WOCA) received $5 million as part of tranche 1 to support the Māori vaccination uptake.
One provider funded through WOCA is Whānau Waipareira which has been engaging whānau on multiple fronts to ensure cultural needs are met.
Waipareira kaimahi have held max vaccination events, opened major vaccination centres, gone door-to-door, used social media, run mobile clinics and spearheaded the popular Fight For Your Whakapapa campaign.
70 Waipareira kaimahi and four mobile units went to Northland supporting the Te Tai Tokerau whānau vaccination uptake. More than 2900 whānau were vaccinated during that week – the biggest uptake the Northland DHB had experienced in recent weeks.
Ngāti Hine Health Trust Board – Phase 3
$950,000 enabled Ngāti Hine Health Trust Board to support kaupapa Māori hubs to connect with hard to reach, isolated and excluded whānau in Te Tai Tokerau as part of the response to Omicron.
Through this collaborative approach each hub facilitated a way for marae, hapū, and hapori to access urgent resources, respond to the challenges of Omicron experienced by their whānau, build resilience during an outbreak and reduce barriers to access for whānau in high risk, high need situations.
The pūtea will ensure whānau get rapid access to resources and enable a more comfortable self-isolation experience where whānau feel cared for, not forgotten. This will also help whānau to care for themselves, reducing the demand on social and health sector services.
Ngāti Kuri Trust Board – Phase 3
$541,000 enabled activities to support whānau through COVID-19 in Te Tai Tokerau.
Ngāti Kuri Trust Board assisted those living in rural and isolated communities to engage with providers to prepare for isolation before Omicron lands at their whare.
These whānau experience unique challenges such as water shortages, poor sanitation and sewage systems, a lack of transport to engage with health services and need support to engage with crown agencies and access essential living requirements.
The pūtea enabled Ngāti Kuri Trust Board to provide localised urgent responses and build resilience among whānau who continue to fall between existing available services.
Rugby for Life Charitable Trust
A $400,000 investment was targeted at sports clubs in Te Tai Tokerau and their whānau.
- delivery of 3,685 vaccinations during November
- 60 rugby clubs across Te Tai Tokerau using the catch phrase “Take two for the team”
- Identifying 33 hotspots across the region with low vaccination rates for additional work to take place
- Hosting 76 events with plans for a further push into 2022.
What's working well
- Goodwill between Community and RFL is exceptional and has been built on through the reach/support given community engagement by clubs
- Evolution of marketing and PR from awareness to heroes
- Local heroes providing a platform anti-vaxers are not engaging in
- Māori Health Providers and Whānau Ora have been brilliant.
- The collective is working well for people getting vaccinated