Quitline and Māori Television target hard to reach group in new anti-smoking advertising campaign

Māori Television has produced a hard-hitting advertising campaign for Quitline, aimed at encouraging smokers to quit.

Māori Television’s advertising head of department, Toni Urlich developed the creative, and uses children, mimicking their parents’ smoking behaviour.

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The first execution of the campaign, titled ‘Crayons’ will screen on mainstream television from 1st September.

Says Paula Snowden, Quitline CEO: “Māori Television has been the perfect partner for us for this campaign. Their genuine understanding of Māori and those in high deprivation populations gives a very real dimension to the advertisements which we are sure will resonate with the target audience.”

Research carried out prior to the campaign being produced showed the target group are not that concerned about the long term effects on their health or the cost of cigarettes, however they are very concerned about their children taking up smoking and feel guilty that they are role-modelling this behaviour.

Actor, Kahukore Bell who gave up smoking straight after the production of the TVCs says she recognised herself in the campaign and she does not want her young daughter to think smoking is normal because Mum does it.

Client –  Quitline

Ella Henry – Creative