In the lead up to Waitangi Day, global beauty brand LUSH has partnered with ActionStation to honour Te Tiriti o Waitangi and deepen the understanding of its principles amongst Kiwis.
Throughout this campaign, running until February 6th, LUSH will be engaging with customers across Aotearoa to discuss the importance of being tangata Tiriti. Alongside these discussions, LUSH is supporting an ActionStation petition, calling on the New Zealand Government to honour Te Tiriti o Waitangi commitments fully.
In just the initial 48 hours, the campaign has seen remarkable engagement, with over 1,000 signatures collected in-store with 81% of store visitors signing the petition.
With a goal to make as much noise as possible, LUSH alongside ActionStation are hoping to reach more than 11,500 signatures by the end of the campaign – at which point it will be presented to the government.
Jessielee Pearce, LUSH Aotearoa’s Advocacy and Activism Executive, has been working for the brand for almost a decade. As a proud wahine Māori and indigenous land rights activist, Jessielee is extremely passionate about the support of the ActionStation petition.
“As a company that has been actively campaigning for social justice since 1995, our aim is to raise awareness so that every person in Aotearoa has a fair understanding of Te Tiriti o Waitangi and how it unites us. This is why we have collaborated with ActionStation to share the petition calling on the government to honour Te Tiriti o Waitangi.”
“We’re not just aiming for signatures; we’re sparking conversations and fostering a community driven by understanding and respect for Te Tiriti o Waitangi. The early success of our campaign is a powerful reminder of the shared values within our community and a call to action for continued support.”
For more information on this campaign or LUSH’s wider advocacy efforts, Jessielee is available for further comment.