Endorphina Ltd
Press Release: Hapai Te Hauora
Hāpai Te Hauora commends international company foraction against cultural appropriation and gamblingharm
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Hāpai Te Hauora, supported byindigenous academics and public health experts, recentlytook a stand against the appropriation of Māori culture andthe potential to cause harm through problem gambling.
Today we congratulate software developer Endorphina Ltdfor doing the right thing and responding to the voice ofMāori by removing a product which was offensive to ourpeople.
'We are especially pleased that this actionhas resulted in Endorphina Ltd implementing culturalawareness policies intended to ensure Māori and otherindigenous people do not become the face of gamblingpromotion worldwide' said Anthony Hawke GM Māori PublicHealth at Hāpai Te Hauora 'This is important to us atHāpai as we advocate for gambling harm reduction every day.We at the front line witnessing the disproportionate harm toMāori caused by problem gambling.'.
Thebackground
In January 2017 Hāpai Te Hauora wasalerted to the presence of an online gaming product called'Maori' created by Endorphina Ltd. The game includes imagesof tāne and wahine Māori, waka, pounamu, stylised bonecarvings and a rendition of the haka Ka Mate. The format ofthe online game resembles a police machine and was availablefree of charge and without age restriction from EndorphinaLtd's website.
Together with our supporters and ourlegal advisors at Simpson Grierson we contacted EndorphinaLtd. We asked them to remove the game, to apologise, and toimplement policies ensuring the protection of the integrityof all indigenous cultures it might seek to represent in itsfuture products.
The response
On10 February 2017 we received notification from EndorphinaLtd that they had immediately removed the game, and wouldprovide an apology within the week. Today, we received thatapology and are delighted with the prompt response. Asappropriate, we will look to support the company to developcultural awareness policies to integrate with theirdevelopment process which will minimise harm to Māori andother indigenous peoples who use Endorphina Ltd'sproducts.
Endorphina Ltd
The apology also addressed the particulartaonga of Ngāti Toa Rangatira and Ngāi Tahu:
“I would like to address specific apology to NgātiToa Rangatira, the iwi whose special relationship with theKa Mate haka is protected by the Haka Ka Mate act andanother specific apology to Ngāi Tahu, the iwi whosespecial relations with pounamu is protected by the NgāiTahu Act 1997 and the 2002 Pounamu Resource ManagementPlan.”
We congratulate Endorphina Ltd fortaking this positive action' said Lance Norman CEO of HāpaiTe Hauora, 'it often feels like our complaints about issuesof cultural appropriation fall on deaf ears and it's awelcome change to see a company acknowledge their mistakeand take steps to make right what's been done.'
'Wethink this Czech Republic company should be an internationalexample of how a misunderstanding around culturalrepresentation can have positive consequences. We celebratethis response because it shows our people that we can createmeaningful change and enhance understanding of our culturewhen we stand together and make our voices heard'.
Previous Media Engagements on this issue:
Endorphina Press Release05/01/2017
Endorphina Te Karere, Ants Hawke,05/01/2017
Endorphina Press Release02/02/2017
Waatea Radio Interview, Ants Hawke andMeihana Durie 03/02/2017
Stuff.co.nz and Newshub Online Stories 04/02/2017
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