Story: Ngā mātua – Māori parenting

'Power to protect' advertisement

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

Power to Protect

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.

All images & media in this story

How to cite this page:

Cindy Kiro, 'Ngā mātua – Māori parenting - Abuse and discipline', Te Ara - the Encyclopedia of New Zealand, (accessed 18 July 2024)

Story by Cindy Kiro, published 5 May 2011, updated 1 Jun 2017