More than 20 of our top performers have come together in empty venues across Aotearoa to deliver one message - Tō Uru Raumati (Your Summer Pass), Have Yours?
Published: Wednesday, 10 November 2021 | Rāapa, 10 Whiringa ā-rangi, 2021
In a series of new Karawhiua videos centred on encouraging rangatahi to get vaccinated for summer they look out to empty seats and empty festival sites asking, “where are you?”.
The much-loved stars include Ria Hall, Joel Shadbolt (L.A.B.), Stan Walker, Theia, PDiggss (Shapeshifter), Rei, Logan Bell (Katchafire), Teeks and Paige.
Directed by Kimiora Kaire-Melbourne and scripted by Te Aorere Pewhairangi, the idea of ‘Uru Raumati’ comes from ‘uruwhenua’, the Māori term for passport. Being vaccinated is your passport to all the music events that summer offers.
Te Aorere says the series is about reaching rangatahi through social media-specific content and Māori humour.
“Music has always brought people together, and in a time where lockdown restrictions have become the norm, concerts give us something to look forward to over summer.”
Most large event will require those attending to be vaccinated but Te Aorere and director Kimiora have steered clear of being heavy-handed.
“We wanted to be a part of this campaign because it was fun, light-hearted and the messaging wasn’t too forceful, something we thought would be more receptive to younger audiences who have likely grown tired of the heavy content in their feeds,” says Kimiora.
The artists at the centre of Tō Uru Raumati want to not only fill venues this summer but also do their part in keeping communities safe. For young breakthrough musician Paige it’s all about stopping the spread of the virus.
“I have the choice of staying home for god knows how long, a few times a year, or the choice of getting a Pfizer vaccine to keep myself and others protected when I’m around them. Let’s do our part in moving forward and helping look after each other.”
Hip-hop artist Rei got vaccinated to protect his whānau, friends, whakapapa and tinana, saying he’s excited about a future where he can see and hug his whānau and friends, play gigs and see others play gigs.
“And most importantly, I want to make sure it’s safe for our most vulnerable to do the same. That’s why I’m vaccinated and why I urge others who aren’t, to consider it.”
Producer and music promoter Mikee Tucker spear-headed the project, bringing the artists together with the goal of creating a genuine message that connected people through the lens of music.
“The safety of Māori communities is our primary concern, followed closely by getting the music industry and Aotearoa back on track,” he says.
Funded by Te Puni Kōkiri via the Karawhiua campaign, Te Māngai Pāho and Wero (Hauora Immunisation Alliance), the aim of ‘Tō Uru Raumati, Have Yours?’ is to educate and protect. All videos link from social media platforms (Tik Tok, Facebook, Instagram and YouTube) to the Karawhiua website for trusted information.
Check out the other videos in this series: