One of the country's official languages and our very own Mount Maunganui beach has been in the spotlight this week.
New Zealand Sign Language (NZSL) Week's television commercial has been screening this week which features Papamoa-based artist Tiki Taane.
The part of the commercial which featured Mount Maunganui beach was filmed back in March on the Marine Parade reserve near Tay St.
Taane's 2016 hit No Place Like Home, which he wrote about living in the Bay, was chosen by Deaf Aotearoa to feature in this year's commercial, promoting NZSL Week.
Deaf Aotearoa general manager of strategy Victoria Manning said NZSL Week was important to all New Zealanders because it was an official language of New Zealand.
"It's a homegrown language that belongs to deaf New Zealanders," Manning said.
"More than 20,000 people use NZSL and for those people, more awareness and knowledge of the language is crucial in improving their access to the things the rest of us take for granted, such as public information, education and employment."
Manning said the feedback the organisation had received about the commercial had been "really positive".
"Filming the flashmobs was such a fun process and hundreds of people in the deaf community really enjoyed getting involved.
"Since we released the videos we've seen a lot of people commenting and tagging their friends who appear on screen – it's great for the Deaf community to be able to see themselves, and, of course, having Tiki Taane involved has been fantastic," she said.
At the time of filming, Taane told the Bay of Plenty Times NZSL Week was a good cause to get behind.
He had never signed before the filming of the commercial but said it was a "really natural thing" to be able to do.