Figure 1.
Text at left reads, Purakau as Ethical Compass. A framework for Indigenous Social Marketing. A circular layered diagram appears at right. The outer ring is labelled Principles. Around this ring are the phrases Whakapapa, Respect Cultural and Social Responsibility, Tika, Doing what is right and good, Protect Rights, Respect Tikanga, Manaakitanga, Relationships, Cultural Sensitivity, Cultural Safety, Mana, Power and Authority. The next ring inward is labelled Minimum Standard and includes Consultation. The next ring is labelled Good Practice and includes Engagement and Maori Centred. The next ring is labelled Best Practice and includes Kaitiaki Guardians and Kaupapa Maori. The inner circle contains Shared Control and Guardianship, Honouring Mana Whenu, Respect Conduct, and a central abstract human figure icon.Pūrākau as ethical compass: a framework for indigenous social marketing