Maori Language Week has taken on a whole new meaning for Rotorua's Russell Harrison.
He was 39 before he started learning Te Reo at Rotorua's Te Wananga o Aotearoa and says until then he did not understand the language's importance.
"It should be the Maori language month rather than just a week. It is a great way to help remind people about the importance of the language.''
Russell will finish a three-year diploma in the language this year after spending most of his career in entertainment, a career he said was easy to get caught up in.
"For me it was always a matter of when I would return to the language and the rewards have been great.
"[Learning the language] is a really great way of understanding who you are. I feel more connected to my culture now.''
He says it is amazing to see the deeper meanings behind many of the words which are tied into the spiritual side of the Maori culture and history of the land.
Russell says perhaps the most important part of Maori Language Week, next week, is promoting the importance of culture.
"We can look around the world and the places who don't have culture are those who aren't growing.''
He says the language is the centre of the Maori culture and it is beneficial for both Maori and Pakeha to learn more of the language.
"It benefits everyone because we learn more about each other and appreciate each other even more.''
People in Rotorua can take a leaf out of Russell's book next week when Maori Language Week begins.
The Rotorua District Council is teaming up with the Rotorua Library to offer daily activities and presentations, which locals can be involved in at the library.
The council's policy analyst Maori research officer, Karla Kereopa, says this year's Maori Language Week comes at a special time, the 25th anniversary of the establishment of the Maori Language Commission.
Events taking place at the library during Maori Language Week (Monday to Sunday) include demonstrations by a
carver and weaver from Te Puia, a traditional Maori games specialist displaying age-old Maori pastimes and a Maori language class relocated to the library for the week to encourage others to take up the challenge of learning to speak Maori.
Also on offer will be kapa haka performances by Rotorua schools each day, a Maori myths and legends crossword competition and a children's pukana picture competition where children are encouraged to send in a photo of their best pukana, which includes the protruding of eyes and exposed tongue.The best pukana will win an evening at Te Po _ the Indigenous Evening Experience at Te Puia.
A three-hour Maori cultural and language learning experience, aimed at newcomers who know very little of the language and culture, will take place at Whakarewarewa Village at 10am on Saturday, July 29. The event includes a cultural show and hangi. Tickets are $15 and you can email rotorua@newcomers.co.nz or call 021 1593601 to register.
Websites to help people learn more about the language include http://www.korero.maori.nz/news/mlw/ which has lessons for all levels of language speakers.
Maori Language Week has been marked in Aotearoa each year since 1975.