New Zealand Prime Minister Jacinda Ardern has vowed never to utter the name of the man responsible for the mosque attack in an effort to deprive him of the publicity he craved.
"He sought many things from his act of terror, but one was notoriety - that is why you will never hear me mention his name," Ardern said while addressing the New Zealand parliament.
"That is why you will never hear me mention his name. He is a terrorist. He is a criminal. He is an extremist. But he will, when I speak, be nameless."
"I implore you: Speak the names of those who were lost rather than the name of the man who took them."
Last Friday's shootings at two mosques left 50 people dead and dozens wounded.