Rotorua kuia caught up in Hobson's Pledge's anti-Māori ward campaign
Photo:
supplied / Facebook
Hobson's Pledge says it will remove the image of a Rotorua kuia it used in a campaign against Māori wards.
Ellen Tamati had no idea that her face was used on an anti-Māori wards campaign until it was plastered on Hobson's Pledge's billboards around the country.
After she was contacted by her mokopuna at 1:40am on Wednesday, Tamati spoke to Aukaha news, revealing her devastation.
"I'm lost for words, that's not me, that is not me."
The billboard shows a picture of Tamati - a wāhine Māori with a moko kauae - with the words 'My mana doesn't need a mandate - vote no to Māori wards', which indicates those are her own words.
"The mana is everything in those Māori wards and we need it," Tamati said.
The billboards have been seen at numerous locations around the country, including Rotorua, Hamilton, Whangarei and Christchurch.
The kuia from Ngāti Pikiao, Ngāti Whakaue, Ngāti Rongomai and Ngāti Tawhaki revealed the sacredness of her moko kauae, saying it meant more to her than what had been advertised.
"This carries everything," she pointed to her kauae.
Ellen Tamati in front of a Hobson's Pledge campaign using her face without authorisation.
Photo:
Supplied / Aukaha News
Anahera Parata is mamae that her Nan is the main feature.
"All my life, I have only ever known Nan to be pro Māori, a very staunch supporter of Te Paati Māori, everything Māori. Even at her age she's still giving back to her iwi.
"To me that's damaging, not just to Nan but to our whole iwi - I can't imagine being Nan having to face our iwi when her face is being plastered over billboards supporting a message that none of us believe in.
"I'm very hurt and angry. I don't know how they think it's right... it's illegal. You picked the wrong whānau," Parata said.
As of 10.45am on Wednesday, the Advertising Standards Authority had received more than 30 complaints regarding this campaign.
The image was taken at Waitangi Day this year by an Australian-based photographer Rafael Ben Ari who goes by 'ChameleonsEye'. It is on iStock and Shutterstock.
Hobson's Pledge purchased the iStock image labelled 'Mature adult Maori woman with Ta moko tattoo stock photo'.
Hobson's Pledge leader Don Brash.
Photo:
RNZ / Cole Eastham-Farrelly
The group's leader Don Brash told RNZ they thought it "fair to use" and all rights to use it in public-facing materials were secured, although Tamati was clear that there was no consent given.
Hobson Pledge said the intent was to promote an important conversation about democratic fairness and equal voting rights for all New Zealanders, and was saddened to see this billboard had caused personal upset.
Brash, who had not seen Aukaha News' video, said the group were instructed to take the billboards down.
"I think it is taking place, may have already taken place, but in case the instructions are taken down immediately."
He said the message came from knowing some Māori who did not want Māori wards and they would be doing social media work with a group of Māori next week.
"We haven't asked them to be on billboards to be honest, but that may be the next step.
"We're not pushing anti-Māori campaigns of course, I mean that's totally misleading.
"We simply believe all New Zealanders should have the same political rights and I think a great many Māori of course agree with that."
Brash said the photo was only used for this campaign only, and would "endeavour to contact the woman concerned and offer our apologies".
"Come and see me," Tamati directed towards Hobson's Pledge, "but the damage has been done," she said.
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