OWN IT
In 2023, Tāmaki Regeneration engaged Māia to gain registrations for OWN IT – their shared homeownership programme. OWN IT connects whānau with a Tāmaki connection to new homes across Glen Innes, Panmure, and Point England.
Our challenge was to engage communities that had been historically and systematically excluded from home ownership. Since the early 1800s, Mana Whenua experienced land loss, disconnecting them from their whenua and their whakapapa, creating generational trauma. This disconnection continued. Socio-economic impacts have made traditional home ownership inaccessible, displacing Māori from their whenua, culture and identity. These factors ran so deep, it resulted in Tāmaki communities feeling a generational sense of whakamā relating to home ownership. This was felt to the point that even registering their interest seemed out of reach.
For Māori in Tāmaki, homeownership is more than owning a house; it’s an act of tino rangatiratanga, reconnecting with whenua, culture, language and whakapapa after generations of disconnection from their whenua. Our job was to meet communities where they are, and encourage them to “step back into their rightful place.”
To step into your home for the first time is to Step Into Your Place – this became our creative solution. Stepping into your place isn’t just about entering your new house. It’s stepping into your community. Your tūrangawaewae (established place of belonging). Your place in the world. Stability and resilience for generations to come.
The Step Into Your Place campaign was highly successful and saw more registrations than ever before. This represents hundreds of whānau who have taken at least the first step into their place. The first step to reclaim their whenua and break generational trauma. That’s many lines of lineage, thousands of people and an entire community impacted. More Mana Whenua are now on the way to reclaiming their whenua, not only for themselves but for future generations.
Step Into Your Place had the thoughtfulness and relatability needed to reach a community often ignored in spaces related to and including housing. The insights gathered were carefully considered and informed an approach with the community front of mind. We needed to understand what would make whānau feel empowered enough to register and begin their journey to home ownership, despite the significant barriers they face.
