People’s understandings of their health including deficit representations, impact through a range of mechanisms, with profound implications for health. The aims of the study are to investigate Maori health identities, examine their impacts and develop actions for better engagement with and targeting of health messages and better alignment of services with Maori needs and expectations. Focus group interviews will gather a range of attitudes and beliefs in relation to health and, along with material from the public sphere, will be used to develop statements for structured and unstructured interviews using narrative and Q-sort methodologies. Knowledge translation and the development of actions will be facilitated through hui processes with key stakeholders. New knowledge will be created around a set of discrete Maori health identities with key implications for health and wellbeing and aimed at improving Maori health outcomes. Findings will contribute broadly to improved interventions, engagement and health service delivery.