Our Tiriti-dynamic framework

Rather than layering Māori concepts onto Western models, Tim and Te Awanui propose something different. They've developed a framework grounded in te ao Māori, centred on five interconnected concepts: mauri (life force), whanaungatanga (relationships), kaitiakitanga (guardianship), mana motuhake (self-determination) and tūrangawaewae (place-based belonging).

This isn't just better cultural practice — it's more effective. When communities lead their own social marketing initiatives, they achieve better results. They understand their people. They know what will resonate.

Built on partnership

The research emerged from kōrero with 20 experienced social marketing practitioners across Aotearoa, including Māori voices who shared what works. It's informed by the ongoing experience of Tim, Te Awanui, and our team. We work together as tāngata whenua and tāngata Tiriti — embodying the rangapū (partnership) we’re advocating for.

The article includes a Hemisphere project, He wāhi haumaru, which demonstrates how Tiriti-dynamic approaches transform breastfeeding support and whānau wellbeing. When you centre community leadership and Māori worldviews, magic happens.

An invitation forward

This isn't a finished framework — it's a living system. Like the braided rivers (He Awa Whiria) that inspire it, the framework welcomes new knowledge streams while staying true to its foundations in Te Tiriti partnership.

At Hemisphere + Big River Creative, this is exactly the work we're doing every day. We're proving that Tiriti-dynamic thinking isn't just the right thing to do — it's the most effective thing to do.