Smoking is the single leading preventable cause of early death in New Zealand and Māori smoking is significantly higher than smoking in the general population. To address the problem the Ministry is taking a closer look at how to address the problem of smoking among young Māori women.
An initial co-design project (phase one: Exploring Why Young Māori Women Smoke) focused on unlocking new insights into the complexities surrounding the lives of young Māori women aged 18–24 years to gain a better understanding of what influences Māori women in this age groups to start, continue and stop smoking. Analysis of the data generated a rich set of insights and potential areas of opportunity.
To build on the insights from phase one, a phase two project – Addressing the Challenge of Young Māori Women who Smoke: A co-design demonstration project – was initiated. The project tested a collaborative programme of prototyping and evaluation. Its aim was to determine if, and how, smoking cessation services can better reach and enable young Māori women to reduce harm, stop smoking and remain smokefree.