"You don't have to be a full-on racist, just being a tiny bit racist is enough," Kiwi director Taika Waititi says in a video for the New Zealand Human Rights Commission.

"Racism needs your help to survive."

The New Zealander of the Year, known for What We Do in the Shadows and the upcoming Thor: Ragnarok, launched a tongue-in-cheek campaign on June 14 for those "suffering in silence" from racism.

Race Relations Commissioner Susan Devoy, speaking with Radio NZ, said one in three formal complaints to the Human Rights Commission were about racial discrimination.

She said Waititi was an obvious choice for the "Give Nothing to Racism" campaign and said he took a day off from working on Thor to shoot this video.

The campaign site states that "racism starts small and is a light feeder" and the sarcastic humour used by Waititi could "stop casual racism from growing into something more extreme."