Write a short summary of what happens in the film

'Proud to be Māori' is a film that interrogates the experience of being Māori (indigenous New Zealander) in contemporary New Zealand. Driven by stirring performance and waiata (song), the film acknowledges the challenges faced by Māori within a landscape of systemic racism and oppression, while celebrating the determination to rise above. Visually, we walk through an almost pedestrian collection of scenes - but it is this depiction of the everyday that lets us see what truly matters; he tangata he tangata, he tangata (it is people, it is people, it is people). An illustration of personal struggle, and personal triumph, ultimately underpinned by collective strength. A fearless call for Māori to be proud - to reshape and regain control of their own narrative; their cultural identity, their tikanga (customary way of life) and their whakapapa (genealogy). More than an ad for a brand, this is a campaign for the people.

Please tell us about the cultural insight that inspired the work

From the 1940s, many young Māori (indigenous people of New Zealand) left their place of birth and set off in search of work and adventure, lured by the bright lights of the big cities. This period is sometimes referred to as the second migration (the first being when Māori arrived on the shores of New Zealand). By 1986, an estimated 80% of Māori were in urban centres, and although most towns and cities offered opportunity for them, there were also some major difficulties – including discrimination, displacement, isolation and disconnection from iwi (family/tribal groups), tikanga (customary way of life) and te reo (language). This is the community Te Whānau O Waipareira serve, and raise up. When surveyed, most Māori (79%) said that non-Māori media negatively portray Māori all of the time or often. 'Proud to be Māori' is the antithesis of stereotype, creating space for Māori to proudly be Māori.