September 05, 2012
Celebrity example leads to smokeless future
The Health Promotion Agency is crediting the government-funded ‘Smoking Not Our Future’ campaign from a drop in the number of young Maori smoking.
Spokesperson Mere Wilson told the Public Health Association annual conference in Wellington that a survey found Maori were more likely than their non-Maori peers to recall seeing the ads featuring sports people, musicians and television stars delivering anti-smoking messages.
While around 10 percent of Maori 14 and15 year olds still smoke every day, compared to 2.4 percent of Pakeha of that age, the rate has been declining since 1999.
Last year Maori girls had the biggest percentage drop in daily smoking rates from 16.3 percent to 11.3 percent.
Ms Wilson says based on the survey the agency will be using more celebrities from basketball, hip hop and R and B for ads, and also putting more effort into the campaign’s online presence.