Response to an indigenous smoking cessation media campaign - it's about whānau.
OBJECTIVE
To assess any effects among Māori (the indigenous people of New Zealand) smokers and their whānau (the traditional Māori family unit) of a campaign designed to support Māori smokers to quit smoking.


METHODS
New Zealand-wide cross sectional population surveys between 2000 and 2002 of smokers and whānau pre- and post-airing of the campaign. Measures included recall and awareness of the campaign; perceptions of the campaign; and campaign-attributed changes in quitting-related attitudes and behaviours.


RESULTS
Seventy-eight per cent of smokers and 73% of whānau were able to recall the campaign one year following its launch. The television commercials (TVCs) were consistently rated very believable or very relevant by over half of the smokers who had seen them. More than half of smokers (54%) stated that the campaign had made them more likely to quit.


CONCLUSIONS
This nationwide mass media cessation campaign developed to deliver a cessation message to indigenous people was received positively by Māori smokers and their whānau and played a role in prompting quit attempts.


CONCLUSIONS
Social marketing campaigns have an important role as part of a tobacco control program to reduce high smoking prevalence among Māori and inequalities in health outcomes between Māori and other New Zealanders.
Grigg
Michele
M
The Quit Group, Wellington, New Zealand. michele.grigg@quit.org.nz
Waa
Andrew
A
Bradbrook
Shane Kawenata
SK
D000328:Adult; D001364:Awareness; D003430:Cross-Sectional Studies; D005260:Female; D015438:Health Behavior; D006303:Health Services, Indigenous / Q000706:statistics & numerical data*; D006801:Humans; D008297:Male; D008875:Middle Aged; D009520:New Zealand; D044382:Population Groups / Q000523:psychology / Q000706:statistics & numerical data*; D011634:Public Health; D015980:Public Health Practice / Q000706:statistics & numerical data*; D012309:Risk-Taking; D012907:Smoking / Q000453:epidemiology; D016540:Smoking Cessation / Q000523:psychology / Q000706:statistics & numerical data*; D000074606:Smoking Prevention; D011795:Surveys and Questionnaires