Whānau Ora been a vocal opponent of the program. The longest-established national Māori health organisation, the Māori Women's Welfare League choose not to participate in Whānau Ora, but some regional leaders are involved. The League operates a parenting skills course called "Whanau Toko i te Ora" which is unrelated to Whānau Ora. Whānau Ora Whānau Ora (""family health"") is a major contemporary indigenous health initiative in New Zealand driven by Māori cultural values. Its core goal is to empower communities and extended families ("whānau") to support families within the community context rather than individuals within an institutional context. Whānau Ora evolved out
Kia-Ora launched a colourful, animated advertising campaign, directed by Oscar Grillo of Klacto Animations, which used the jingle "We all adore a Kia-Ora", and featured a child in a straw hat, a dog called Fedora who served the drink, and multiple crows who pursued the boy for a drink, with the boy responding with "it's too orangey for crows". Later promotions included Caramba's song "Fido", and the jingle was referred to in the Spaced episode "Gone". The advertisements attracted a degree of controversy in later years, with claims of implicit racism, because the boy looked similar to a golliwog. The brand