Boldly confronting the unspoken forces that lock people in their smoking addiction.
Smoking is the leading cause of preventable death in Aotearoa, and smoking rates are fuelled by inequity. We needed to shift entrenched behaviours to help Aotearoa achieve its Smokefree goal.
Indigenous Māori and Pacific Peoples who smoke have been disempowered, blamed and stigmatised for smoking. They felt patronised and powerless - but when they learnt about the burden placed on them by the true culprits, it inspired our audience to reassess their smoking.
Working in partnership with Bright Sunday and Debra Jensen we created likeable characters, Eru and Sina, to help clear the smokescreen by exposing the systemic forces that lock people in addiction. We put the power back in people’s hands and motivated them to take action.
Awarded 4 Bronze Effies, in the following categories;
