Today, a new project has launched which brings 20 much-loved stars together in 18 empty venues across Aotearoa to deliver one message: ‘Tō Uru Raumati, Have Yours?’
Directed by Kimiora Kaire-Melbourne and scripted by Te Aorere Pewhairangi, the idea of ‘Uru Raumati’ comes from ‘uruwhenua’ which is the Māori term for passport. Uru whenua literally translates to uru (enter) whenua (land or country). Being vaccinated against COVID-19 is your passport to this Raumati (summer) and all its musical festivities.
Te Aorere Pewhairangi says “this campaign was about targeting rangatahi through social media-specific content and Māori humour. Music has always brought people together, and in a time where lockdown restrictions have become the norm, concerts give us something to look forward to over summer.”
Kimiora Kaire-Melbourne says “we wanted to be a part of this campaign because it was fun, light-hearted and the messaging wasn’t too forceful, something we thought would be more receptive to younger audiences who have likely grown tired of the heavy content in their feeds.”
Producer Mikee Tucker says “the goal was to create a unique and genuine message that connected people through the lens of music. The safety of Māori communities is our primary concern, followed closely by getting the music industry and Aotearoa back on track.”
Funded by Te Puni Kōkiri (via its Karawhiua campaign), Te Māngai Pāho & Wero Hauora Immunisation Alliance (WeroHIA), the aim of ‘Tō Uru Raumati, Have Yours?’ is to educate and protect.
For more information see https://karawhiua.nz/summer-pass