Honour Your Whakapapa
Breast Cancer Foundation
Colenso
2021
Art Direction
Design
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.
Illustrations and typography by Atarangi Anderson
Motion by Creature Post
