The first of six online videos urging Northlanders to go smokefree has been released on YouTube.
It's an initiative of the Ngati Hine Trust, which is using social media to get the attention of under-35s, according to a spokesperson for the trust's Aukati Kaipaipa (stop smoking) team.
The campaign, comprising six video advertisements to be released on YouTube and Facebook, aims to "maximise the benefits of social media and social networking", the spokesperson said. "We have a young target population, under 35 years, and this forum in addition to our existing efforts aims to reach this population in a more relevant and dynamic way."
The video features Reanon Hetaraka-Sadler as a mum driving her kids to school, then returning home and contemplating smoking, but throwing the packet in the bin. The theme song includes the phrases My body is taonga, so I gotta check my actions, if I wanna stick around for the next generation ... everybody's got a reason, a reason to quit. What's yours?
"The aim of the campaign is to motivate whanau to quit smoking by connecting them with everyday people and their reasons to quit," said the spokesperson. "We also want them to celebrate their identity with Tai Tokerau, be able to envisage themselves as Smokefree, as well as promote Tai Tokerau as a smokefree place. We are using positive, aspirational stories that come from the real lives of whanau who have quit or are wanting to."
The spokesperson said the message: "Everyone Has A Reason To Quit - What's Yours?" was developed from a consultation held with whanau who have quit or who want to quit. The campaign was launched last month with the release of part one of the series of videos. Part two will be released on February 1, 2013, with the remaining sequences at three-month intervals.
Link to "Smoke free Tai Tokerau - My People, My Place, My Identity PART 1"
http://www.youtube.com/watch?v=JC7bdk - yfPA