By VANESSA BIDOIS
A television campaign promoting the Maori language takes to the screens next week.
Into Te Reo will be launched at TVNZ in Auckland today by the Wellington-based Maori Language Commission, Te Taura Whiri i te Reo Maori.
It coincides with Maori Language Week, which starts on Sunday and is
part of a five-year promotion supported by the Ministry of Education, Te Mangai Paho, TVNZ and Te Papa.
The campaign takes the form of two television commercials, one of which portrays the relationship between a non-Maori grandfather and his grandchild who is learning the Maori language.
"It's a metaphor for where we are as a nation," said commission chairman Dr Patu Hohepa.
"That grandfather has no other choice but to embrace the culture, the language and the child. Their relationship depends upon his acceptance."
The advertisements will reach about 80 per cent of the television-viewing audience on all four channels during the week, and will be supported by TVNZ's Community Support Foundation over the next two years.
"We recognise the enormous power of television to reach into homes and influence people," said TVNZ chief executive Rick Ellis.
"Helping to build understanding and acceptance of te reo [the language] is one of the more important things we can do."
