From iwi to e-wi: Ngati Awa go online with vision for 2050

Ngati Awa propelled themselves into the digital world on Waitangi Day, 2010 with the online launch of Ko Ngati Awa Te Toki (Te Toki) – the tribe’s vision for 2050.

In appreciation of global changes in the way audiences are finding and digesting information, the tribe has embraced technology to maximise the impact of the launch.

The 2006 Census showed that 60% of those affiliated to Ngati Awa were under 29 years of age and 36% were under 15 which highlights the importance of  communicating the vision in formats that are relevant to young people” says Jeremy Gardiner, CEO of Te Runanga o Ngati Awa.

“Furthermore, it is a future focused vision, so it makes sense to use the latest technology available in an effort to future proof the vision as much as possible” adds Gardiner.

A dedicated Te Toki website, www.ngatiawa.com, went live on February 6, 2010. The website will house all information related to the vision and also provide links for visitors to engage in associated social media activity, including Ko Ngati Awa Te Toki Facebook, Bebo and YouTube accounts.

The aspirations within Ko Ngati Awa Te Toki have come from the iwi and are for the iwi, so the iwi needs to be able to talk about the vision for 2050 and how we are going to get there. The evolution of social media has provided new platforms for this dialogue to take place” says Mr Gardiner.

“There are thousands of virtual conversations happening at any one time and we want Ko Ngati Awa Te Toki to be a popular topic for our people. It doesn’t matter who you are or where you are in the world, if you whakapapa to Ngati Awa, we want you to know about Ko Ngati Awa Te Toki and we want to hear what you think about it” he concludes

The website also features a 15-minute DVD film production that explains the iwi’s vision for 2050 in the context of the tribe’s past and present. The film was produced by Wellington’s Momentum Studios using some of the latest developments in video production technology, including being shot in High Definition format on a new model Sony EX3 HD camera.

“Momentum were able to fit the camera with a Letus Ultimate lens adaptor, which enables Nikon 35mm film lenses to be used. So not only does it produce a very high quality image which will keep the footage current for a longer period of time, but it also gives a much more film like and natural appearance to the video.

“In the end the technology allowed us to create a highly polished piece of work” says William Stewart, Communications Advisor for the Ngati Awa Te Toki campaign.

Ko Ngati Awa Te Toki is a collection of the tribe’s shared aspirations for 2050 that emerged from Vision Ngati Awa, an 18-month research investigation conducted among wide ranging populations of iwi members.

For further information or to arrange interviews, contact:

William Stewart
Mobile: 021 220 8015
mauriora_marketing@xtra.co.nz