Whanganui's smoking rate has increased in the last three years, despite tens of millions of dollars in funding being poured in nationwide to stamp it out.
Regional Health Network figures showed the number of people smoking in Whanganui increased in the last three years by 2 per cent to 19.3 per cent, during a time when the national rate decreased.
The Ministry of Health has admitted it is unlikely to achieve its Smokefree 2025 target, which aimed to reduce smoking prevalence to "minimal levels" in the next decade. Around 17 per cent of Kiwis still smoke at least monthly.
GP and clinical smoking champion for Whanganui Dr John McMenamin said big efforts were being implemented to reduce smoking rates.
He said more than 1000 people a year were quitting annually throughout the region, but the challenge was to stop young people starting - by hitting them in the pocket and the heart.