A kuia has been left devastated after Hobson’s Pledge used her image in a billboard campaign against Māori wards.
“I feel trampled. I did not do any of those. I did not give anyone permission to use my mug, my moko kauae.”
Ellen Tamati spoke to Aukaha News about her experience. She said she was woken up in the middle of the night by her mokopuna who had spotted one of the billboards.
“[My mokopuna] kept ringing and ringing to wake me up and she told me what was happening. I didn’t know what she was talking about, I had no idea. I didn’t realise my face was on a billboard, she just kept saying to me, ‘Nan what’s going on?’”
Tamati’s image was available for editorial use on stock image sites iStock and Shutterstock. She said she was not asked for permission for her image to be used in the campaign.
On the billboards her image was accompanied with the headline, ‘My mana doesn’t need a mandate. Vote no to Māori wards’ – a message that goes against her beliefs.
Responding to a question on how she feels, she gestured to the moko on her chin: “My moko kauae represents… my right side is my Te Arawa waka and my left side is my Mataatua waka, so this means more to me than what they’re trying to say.”
Granddaughter Anahera Parata said her nan has only every been a staunch Te Pāti Māori supporter and “pro-Māori”.
“Even at her age she’s still giving back to our iwi,” she said.
Tamati said she was sad and angry, and invited the group to “come and see me”.
“But the damage has been done. And to all those wards out there, please go and vote for our Māori wards. That’s all I can say to you. Go and vote for them because we need them. We need them. I did not authorise the Hobson’s Pledge to put my face up.”
Hobson’s Pledge leader Don Brash told Te Karere that they have taken down the billboards out of respect for the hurt caused to Tamati.
“We bought the photograph from a regular photography supplier and we assumed therefore that we had the rights to use it. We understand that the woman concerned is upset about that fact and we’re doing our best to contact her, and of course we’ll apologise for her hurt.”
Glossary
moko kauae – traditional Māori tattoo on a women’s chin
mokopuna – grandchild/ren
Te Arawa waka – ancestral canoe
Mataatua waka – ancestral canoe
