In this advertisement showing a Māori couple and their baby, the father is seen in different situations and asked, 'Are you strong enough?' At the end, when the baby is crying, the question is, 'Are you strong enough to count to 10?' It finishes with the phrase, 'Never, ever shake a baby.' The commercial targets Māori parents. In the early 2000s Māori children were statistically at much greater risk of abuse and neglect than children of other ethnicities.
Using this item
This item has been provided for private study purposes (such as school projects, family and local history research) and any published reproduction (print or electronic) may infringe copyright law. It is the responsibility of the user of any material to obtain clearance from the copyright holder.