Kia kaha is a Māori phrase used by the people of New Zealand as an affirmation, meaning stay strong. The phrase has significant meaning for Māori: popularised through its usage by the 28th Māori Battalion during World War II, it is found in titles of books and songs, as well as a motto. Linguistically, "kia kaha" consists of the desiderative verbal particle kia, used here as 'an encouragement to achieve the state named', that is, to achieve kaha or strength. Kaha derives from Proto-Polynesian *kafa, meaning "strong" or "great"; *kafa is also the Proto-Polynesian term for sennit rope, a strong rope made from coconut fibres and used for lashing canoes, weapons, and buildings together. Usage The phrase is used in several different contexts. It is a term of comfort or solace (an equivalent of be strong – my thoughts are with you), or (less often) it can serve a similar function to 'kia ora' – an interjection during a speech to indicate support or approval (similar to hear! hear!). It is sometimes seen used as a valediction at the bottom of messages. Kia kaha in popular culture In the media The phrase "Kia kaha" is prominently used in New Zealand's most famous military song, the Marching Song of the 28th Māori Battalion. The phrase has been used for the title of a song by Split Enz and a book, Kia Kaha: New Zealand in the Second World War by historian John Crawford. Other songs to use Kia kaha as part of their titles include "Kia Kaha Nga Iwi" (Be strong, o tribes), by Ngoi Pewhairangi. In Athletics Steven Adams, starting center for the Oklahoma City Thunder wears Kia Kaha on the back of his jersey, as a part of the 2019-2020 NBA season restart. In product names and campaigns Kia kaha has been used as the name of various products, most notably a clothing manufacturer. It is also the official name of the New Zealand Police's school anti-bullying campaign. As a motto It was adopted as a part of the motto by the Royal Air Force's No. 75 Squadron in World War II and was transferred to the newly formed No. 75 Squadron RNZAF just after the war ended. Ake ake kia kaha translates as 'ake ake' meaning '(for)ever and (for)ever' and 'kia kaha' meaning 'be strong'. Ake! Ake! Kia Kaha E! was the marching song of the New Zealand