Pacific peoples comprise 6.5 percent of New Zealand's population, with Auckland being the largest Pacific population centre in the world. The main Pacific groups in New Zealand are Samoan, Tongan, Niuean, Cook Island, Fijian, Tokelauan and Tuvaluan.

Smoking prevalence among Pacific peoples in New Zealand was 36 percent in 2006, which is more than Europeans (20 percent) but less than Maori (46 percent). This increased from 29% in 2005. The percentage of young Pacific women who smoke has increased over the last ten years.

Historically, public education and mass media television campaigns on smoking cessation have not been effective for Pacific peoples, with a comparatively low percentage of Pacific smokers contacting the national Quitline.

Method:

The Quit Group has been involved in strategies to heighten awareness of the harm caused by smoking. A new television commercial based on the Every cigarette is doing you damage campaign featuring a Pacific smoker was developed, then aired in 2006. A White Sunday themed poster was also developed and distributed to Pacific church leaders and health providers.

Results:

There have been an increased proportion of Pacific smokers calling the Quitline and an increase in the number of Pacific health providers offering smoking cessation services as a result.

Conclusions:

Response to the Pacific commercial and poster has been positive.

Implications:

Overall indications are that the Pacific community is becoming increasingly aware of the harm caused by smoking.