Background: Strong evidence shows that exposure to second-hand smoke, particularly by children, is harmful and causes health problems. Children are especially vulnerable because they are still developing and are reliant on health-protective actions taken by caregivers. Health promotion activities to reduce children's exposure to second-hand smoke have gathered momentum, and much has happened in New Zealand's indigenous (Maori) communities where smoking is a major threat to health. HSC has managed campaigns with the goals of raising awareness of the effects of second-hand smoke, and reducing children's exposure to second-hand smoke in private settings. Maori who were consulted about the Smokefree Homes campaign made it clear that they did not want to be singled out as Maori and that they wanted clear direction as to how they could protect their children from second-hand smoke.

Strategy: This presentation will describe a second-hand smoke campaign, which was defined within a social marketing framework. Information from five population surveys conducted annually since 2003 have been used to evaluate the campaign. Results show that Maori parents and caregivers have been more responsive than people who do not identify as Maori, with a large reduction in second-hand smoke exposure in Maori caregivers' homes. Each year between 2,000 and 2,500 adults have been surveyed, of which 500-1000 identified as Maori.

Conclusion: Through testing of campaign concepts with Maori and other audiences, the direction and feel of the campaign was determined. When developing interventions around smoking in the home, it is vital to engage with key audiences.