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New Zealand: Pacific islanders’ smoking targeted

The Quit Group, New Zealand; linda.tasi@quit.org.nz

The first 150 words of the full text of this article appear below.

Minority groups frequently miss out on targeted television cessation campaigns because of the high costs of television advertising. In New Zealand, some 32% of Pacific peoples living in the country are smokers, but this group makes up a comparatively low 3% of total calls to the national Quitline. Research showed that the lack of Pacific faces on television commercials resulted in Pacific peoples not realising that they could access free Quitline support.

The Quit Group responded by launching its first television commercial, featuring a Samoan man with his family in the background. It aimed to inform Pacific peoples about the risks of heart attack associated with smoking.

Increasing awareness and cessation attempts by Pacific smokers may be a long-term process. Many Pacific communities do not fully understand the risks associated with smoking, and health is viewed as a lower priority than other obligations such as church, family and work. In . . . [Full text of this article]