Know your pulse. Know your whakapapa.

The Heart Foundation.

With AF disproportionately affecting Māori and Pasifika communities, the Heart Foundation approached dentsu Aotearoa to develop a campaign which harnessed cultural and community insights to drive awareness and early detection within these priority populations, by getting people to take pulse checks.

The “Know Your Pulse. Know your Whakapapa” campaign takes inspiration from te poutokomanawa, the post that supports the heart of a whare. If the poutokomanawa is damaged, or falls, the impact on the wider whānau can be catastrophic.

The importance of knowing our pulse and connecting with our whakapapa is told through the lens of whakairo demonstrated by Master Carver, James Rickard, and through Pacific drumming by Choreographer, Kura Taruia. Both executions embrace the rhythmic beat prevalent in Māori and Pacific culture and storytelling.

Awards
Best Awards - Finalist (Public Good)