The first public facing advance care planning campaign in New Zealand will feature the diverse voices of people at different stages of life and wellness, incorporating Māori, Pacific, Asian, Pakeha (European) and LGBGTQI communities. It begins with the story of kuia (elder) Māori woman, Keri Kaa who is in the last phase of life.
The campaign, Kai Korero, Let’s Talk, recognises the indigenous people as tangata whenua (the first people of the land), and aims to reflect the diversity of the communities we work with.
It will be launched with digital stories from February to April 2019, through social media such as Facebook, Instagram and Twitter. This is in response to our stakeholder engagement with Māori communities who have adapted quickly to digital resources. Māori is an oral culture and pūrakaū (storytelling) is an essential part of knowledge sharing.
It is also likely that print elements such as posters will be developed, and there will be a strong public relations component focusing particularly on Māori and Pacific media.
We hope the campaign will inspire people to have a conversation with their loved ones and their doctors about what matters to them if they become unwell, to discuss what kind of care they would or wouldn’t want and to write down what is important to them.
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