How do we connect with Aotearoa about the impacts of alcohol harm?

Client

Amohia Te Waiora

Project

Creating a strategic platform for alcohol harm minimisation

Services

Naming, branding, visual identity, messaging
Alcohol has caused systemic harm right from its introduction to Aotearoa New Zealand. Māori named it “waipiro” meaning putrid, rotten and stagnant water. Māori leaders petitioned against it; preached against it; and composed waiata against it. Today, of all drugs in society, alcohol causes the most harm. For New Zealanders aged 18–49 years, it is the leading risk factor causing death and Māori are disproportionately affected.
Since 2012, alcohol.org.nz has been a place for Te Whatu Ora (formerly Te Hiringa Hauora | Health Promotion Agency) to share information, advice, research, and resources to help prevent and reduce alcohol-related harm and inspire people of Aotearoa to challenge where alcohol sits in their lives, in their communities and in Aotearoa.

Our challenge

To continue and expand their mahi (work), the programme needed a reset and a revitalisation to better connect with Aotearoa New Zealand’s most disproportionally impacted peoples. To do this, the new strategic platform needed to better reflect te ao Māori, while still resonating with all New Zealanders impacted by alcohol harm. It needed to be strengths-based and feel genuine, trustworthy, and authentic.

Ehara mō tatou. It’s not for us

Our solution

In collaboration with Tātou Tātou, we held wānanga to ensure whānau and communities most impacted by alcohol harm contributed to the new name and narrative.

A new name emerged: Amohia Te Waiora. Based on mana motuhake (self-determination), collectivism, and working together to strengthen the wellbeing of our communities.

Alongside the new name, a new tohu was formed to represent the four elements of Te Whare Tapa Whā health framework—the four cornerstones of Māori health. Each side of the tohu is balanced and works in harmony, symbolising the tino rangatiratanga of communities to restore health for their people and future generations.

The new visual identity was built around inclusive and accessible ways of presenting information. This included creating an accessible colour palette and a bilingual design system.

The tohu, visual identity and messaging developed for Amohia Te Waiora are wonderful, encapsulating both the direction of the brief and whakaaro from our audience. Every aspect of the strategic platform was considered deeply and there was so much care, consideration and tikanga built into the development process.
Marketing Team Lead, Te Hiringa Hauora

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