A new social media movement is hoping to encourage conversation and shift the culture around the way Kiwis look at domestic violence.
She Is Not Your Rehab is asking New Zealanders to upload videos of themselves performing a haka to raise awareness and unite against family violence, which has increased during the COVID-19 pandemic.
The campaign was started by Christchurch barber Matt Brown and his wife Sarah to encourage men to take responsibility for their pain instead of pushing it onto those around them.
Matt says they were originally going to reveal #HakaAgainstViolence in time with White Ribbon Day in November but realised many people will need it now, amid the COVID-19 pandemic.
"COVID-19 has been mentally tough for many whānau and now it is more important than ever for men to talk and reach out, rather than to respond in violence to those pressures," he says.
Police and Women's Refuge have already reported spikes in domestic violence during the lockdown, due to increased financial and social pressures putting extra strain on families.
Over 100 families have already signed up to take part in the challenge, where they will upload a video of themselves performing a haka to social media and then tagging three friends to take part.
Kaiako Māori Komene Kururangi wrote the haka "Taku Aronga" (Our Purpose) specifically for the campaign and will now be performed by Kiwis all over New Zealand between May 1 and 15.
Everyone that enters will go in the draw to win one of three $500 gift vouchers for The Warehouse.
The #HakaAgainstViolence also being supported by the Ministry of Social Development's Its Not OK campaign with both aiming to encourage conversation on the issue.
Prime Minister Jacinda Ardern says: "We have to change the way we confront domestic violence- not just through our services but also through the way we seek to address domestic violence as a nation and the way we encourage conversation and an entire culture".
Associate Minister of the Ministry of Social Development Poto Williams agreed.
"The #HakaAgainstViolence challenge is a refreshing, innovative approach.
"Family violence affects so many people and finding new ways that speak to people to help them open up isn’t easy," he says.
"We can't keep doing the same thing over and over and expecting a different result, so let's all get behind this great initiative and show our support."