June 24, 2019
New approach to tobacco message wins prize
Tobacco control researcher Marewa Glover has struck gold with her first venture into film.
Her short film Tiakina Wāhine Hapū – Nurture Women in Pregnancy has won the Best Picture and Best Director awards at the Global Forum on Nicotine Film Festival in Poland.
The film, which is actually a combination of four short ads, shows an entire whānau experiencing being pregnant and supporting each other to make behavioural changes such as not smoking.
Dr Glover says she was trialing a new approach of using humour and trying to reinstitute Māori values instead of taking the hard hitting approach favoured in tobacco control.
"The focus group research participants, some of them were like: 'That's not about smoking, that's too subtle, you've got to hit them with the facts, you've got to tell them how they're killing their babies.' That's exactly what I didn't want to do because our mums are not going to listen to a message like that that's putting them down and stigmatising them. We need to find a new way, get back to coming from a place of aroha and compassion and respect, and that is really what i was trying to do," Dr Glover says.
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