Tangaroa Ararau is a research project delivered by Awatea Consulting and Whāia Legal as part of MBIE’s Sustainable Sea’s National Science Challenge. The research fosters a collective reimagining of an ocean-centric marine governance model that is both tikanga Māori-led and honours Te Tiriti o Waitangi.

Uhi Tai was conceived as an artistic extension of the Tangaroa Ararau research project, transforming its findings into a dynamic and immersive experience. Drawing from traditional Māori knowledge transfer methods, Uhi Tai became a toi Māori expression of the research findings, blending contemporary and traditional art forms to engage and inspire across a three-day art exhibition. Combining multimedia storytelling with wānanga, Uhi Tai created a platform for dialogue and the reimagining of ocean governance in a uniquely Aotearoa way.

Awatea Consulting engaged Mint and Honey to project manage key outputs of the research project, design both print and digital outputs, and lead a comprehensive strategic public relations campaign to bring together key deliverables as one cohesive and immersive experience within the Uhi Tai exhibition.

To disseminate the findings of the Tangaroa Ararau research project through the Uhi Tai campaign, Awatea Consulting engaged Mint and Honey to project manage the delivery of two key outputs, a short film, and podcast series.

Tangaroa Ararau is a short film that visually and emotionally explores the Tangaroa Ararau research findings, brought to life through in-person interviews with a diverse group of interviewees.

Serving as executive producer in collaboration with Māui Studios, Mint and Honey project managed the production process end-to-end, including concept development to ensure the film effectively communicated the kaupapa., coordinating interviews with key stakeholders, and managing production timelines.

A key objective of the Uhi Tai campaign was to connect with the hearts and minds of several target audiences. To achieve this, Mint and Honey procured and project managed the delivery of a three-part podcast series that explored the research findings through long-form content. This resulted in an internationally published series with episodes featured on Weaving Our Worlds by Melanie Nelson, Te Au o Te Moana by Astley Nathan, and Indigenous Earth Community by Frank Oscar Weaver.

Partnering with like-minded podcast channels, Mint and Honey worked closely with producers on content development, coordinated logistics with hosts and speakers, and ensured each episode effectively communicated Tangaroa Ararau’s key research themes while speaking to a specific audience segment, amplifying the project’s reach to diverse audiences both within Aotearoa and abroad.

Mint and Honey designed and produced four key research documents that disseminated the findings of the Tangaroa Ararau research project in an easy-to-read and digestible format. In addition to this, we also designed digital and print promotional collateral for the campaign.

Working closely with researchers, we distilled complex information into visually compelling formats that were both accessible and engaging. Each document was designed to ensure clarity and alignment with Tangaroa Ararau’s kaupapa, playing a vital role in informing stakeholders and fostering deeper engagement with the research findings.

Focus Area Report: This report delves into specific domains of ocean governance explored by Tangaroa Ararau, providing a detailed analysis of key challenges and opportunities. Its purpose is to inform stakeholders about targeted areas requiring transformative approaches rooted in mātauranga Māori and Te Tiriti principles.

Summary Cards: Designed as accessible snapshots, these cards summarise the research findings into digestible insights for a broad audience. Their purpose is to facilitate quick understanding and engagement with complex ideas, making them useful for presentations, events, and broader outreach.

Governance Models and Transitional Options Report: This comprehensive report presents conceptual and practical frameworks for implementing ocean governance systems that place Tangaroa at the centre. Utilising strategic visual design principles, the report conveyed complex models in a clear and accessible manner, inspiring stakeholders to adopt the recommendations.

Policy Position Statement: This document articulates Tangaroa Ararau’s formal stance on ocean governance, presenting policy recommendations that integrate traditional knowledge systems with contemporary governance frameworks. Designed to be both visually appealing and highly accessible, it serves as a call to action for policymakers, enabling them to engage with the content effectively and adopt tikanga Māori-led solutions.

To address visibility challenges at the venue, Mint and Honey developed and installed a series of high-impact print materials, including large-format banners and posters. Strategically placed around the venue and surrounding businesses, these materials attracted nearby foot traffic and enhanced the campaign’s visibility during the lead up to the event and throughout the exhibition period.

Working closely with a local print supplier, Mint and Honey ensured exceptional production quality and that the designs adhered to the campaign’s branding, creating a cohesive experience across physical and digital platforms.

The innovative use of QR codes bridged physical engagement with digital interaction, maximising the campaign’s reach and impact and linking directly to the campaign website. This integration allowed attendees to access detailed event information instantly, and provide real-time feedback.

Mint and Honey designed a dedicated website to serve as the central hub for the Tangaroa Ararau research project and the Uhi Tai campaign. The site provided comprehensive details about the research background, purpose, and findings, while functioning as a seamless registration portal for events held during the art exhibition period. Embedded lead generation forms to aided in growing the campaign’s database, supporting future outreach opportunities.

Post-event, the website transitioned into a repository for all digital outputs , including an online catalogue of featured art in the exhibition, research portal for published reports, and embedded links to the short film and podcasts. Through blending a user-friendly interface with dynamic content, Mint and Honey ensured the website not only met immediate campaign needs but became a valuable long-term educational resource and ready platform to disseminate future research.

During the three-day exhibition, Uhi Tai brought together all aspects of the campaign into a cohesive and immersive experience. It successfully bridged the gap between complex marine governance research and community engagement, combining research, art, and multimedia to create a dynamic knowledge transfer experience through an omni-channel campaign. Through strategic messaging and execution across these channels, the campaign successfully brought Tangaroa Ararau’s vision to life while creating meaningful touchpoints for a diverse audience of policy makers, stakeholders, and ocean lovers.

The exhibition featured traditional and contemporary toi Māori artworks, dynamic wānanga sessions, and multimedia installations including ongoing screenings of the Tangaroa Ararau short film and a listening station featuring the project’s featured podcast episodes.

Across the three days, the venue became a vibrant hub for knowledge-sharing, connecting researchers, community members, and stakeholders in discussions about what a ocean governance system could look like with Tangaroa at its heart.

Through building a robust online presence and utilising strategic partnerships, the campaign was able to overcome the initial limitations as posed as a new brand without owned channels. This approach not only facilitated the successful promotion of the Uhi Tai exhibition but also laid a foundation for future research outputs. Additionally, the content created during the campaign, including the art exhibits, podcasts, and short film, continue to provide valuable engagement opportunities, extending the campaign’s impact beyond the physical exhibition.