| Winner | Raukatauri Music Therapy Trust |
| Marketing initiative | Restoring Mana (Prestige): The World’s Largest Haka for Raukatauri Music Therapy Trust |
| Marketing partners | Raukatauri Music Therapy Trust: Dame Hinewehi Mohi, Rachel Farrell, Tatum McKay, Tanya Abbott, Pead PR, Cornerstore, Inside Out Productions, Ballyhoo, Eden Park, Below, Smoke, Whakaata Māori (Māori TV), Guinness World Records, APRA, Iwi: Ngāti Toa Rangatira and Ngāti Whātua Ōrākei |
| Finalists | Engineering NZ, NZ Olympic Committee, The NZ Herpes Foundation, Whānau Ora Commissioning Agency |
| Judges’ comments | “This entry stood out for its strong results during a tough economic environment. Instead of simply asking for donations, they tapped into a compelling cultural tension; igniting participation and global conversation; propelling a relatively under-the-radar charity into the spotlight overnight. This entry punched well above its weight to deliver outstanding results.” |
Many hands make haka work
It was the charity event of the year: more than 6,000 Kiwis came together to reclaim a world record and raise half a million dollars.
It started as a fundraising campaign, but the Raukatauri Music Therapy Trust’s bid for the world’s largest haka went on to capture not just Aotearoa but the globe.
The trust, set up in 2004 by Dame Hinewehi Mohi, is named for her daughter, Hineraukatauri, who has severe cerebral palsy.
For 20 years, music therapy provided by the trust has given thousands a voice and a way to express themselves.
But like many charities in 2024, it faced critical funding cuts. The trust knew it needed a strategy and campaign that would stand out and raise the funds it desperately needed.
No mean feat: tough economic conditions meant many in Aotearoa faced increased financial pressures in all aspects of life – and were tired of donation requests.
“We knew our campaign had to have an emotional connection which generated feelings of pride,” says the trust. “So we turned to an expression of pride and strength that defines Aotearoa New Zealand: the haka.”
Strangely, the Guiness World Record for the largest haka was claimed by France in 2014. So the charity’s plan to take back the title and raise some funds was set into motion.
Who won, who they were up against and what the judges had to say.
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“What started as a campaign to raise much-needed funds quickly grew into a moment of national unity, cultural authenticity and a global movement that restored the mana of haka,” say the trust.
Took the world by storm
Cultural authenticity was upheld by cultural ambassador Dame Hinewehi, in partnership with Ngāti Toa, the guardians of the Ka Mate haka.
Together, they secured permission from organisations including the Māori Language Commission, Māori Tourism and the Ministry of Culture.
Tyrone Ohia of studio Extended Whānau designed the logo and branding, and the team filmed haka training videos with meticulous detail.
Raukatauri’s team of supporters all donated services and time.
With no budget for paid advertising, Pead ensured media outlets had unique angles to work with. Stuff, Flava and Māori TV drove publicity and promotion for free with the latter broadcasting the event on free-to-air TV. Go Media provided key billboards at no cost.
Meanwhile, haka participants and spectators bought tickets.
The campaign took the world by storm: it was picked up by outlets across the globe. A BBC poll voted it one of the happiest stories from 2024.
The campaign educated people on haka and reclaimed the world record, all while raising $500,000 for the trust.
It also saw Guinness revise its protocols so further haka record attempts can only be led by those within the Māori culture.
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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