Whānau Ora’s Campaign Expands to Tackle Cancer Screening for Māori Health Equity

Launched as a vaccination campaign in 2021, 'Fight for Your Whakapapa' has demonstrated its effectiveness in reaching communities across Aotearoa, delivering over 1.5 million COVID-19 vaccinations. Its second-phase immunisation campaign tripled its initial target of 10,000 administered MMR, HPV and Flu immunisations, with over 30,000 achieved. Over 240,000 Hauora packs have been delivered to various communities since its inception.

Now, Whānau Ora has expanded the 'Fight for Your Whakapapa' initiative. Through a collaborative effort of over 100 Whānau Ora providers across Te Ika-a-Māui, the platform shifts its focus to essential cancer screenings.

In an effort to reduce disproportionate cancer rates among Māori, the campaign encourages people to stay on top of their screenings to ensure early detection and treatment. The campaign is a celebration of ageing, highlighting how growing old is something we all have a right to. Regular screenings are repositioned as an investment in your own longevity - increasing your chances of enjoying the long life with whānau you deserve.

"Honouring our whakapapa means safeguarding the future for generations to come. By recognising the deep connections between our past, present, and future, we ensure that the strength of our tūpuna continues to flow into the well-being of our whānau. Our aim is to empower communities to take charge of their Hauora. By focusing on a collective approach, we not only support individual well-being but also nurture the interconnectedness of whānau and Te Whare tapa whā, strengthening the bonds that keep our communities strong.” says Merepeka Raukawa-Taiti (Te Arawa), Chair, Whānau Ora.

The platform’s current iteration continues its focus on rural and regional communities. It addresses challenges around geographical proximity to clinics, digital/mobile penetration and media infrastructure. Emphasis on early intervention and collective well-being is key in targeting complacency in communities with limited screening visibility.

The strategic motivation of Fight For Your Whakapapa moving forward is maintaining its ground up model by building trust and resonance via local leaders.