Anti-tobacco group Te Reo Marama says it will run a provocative advertising campaign to stop Maori smoking, because other measures have not worked.
The campaign, called Maori Killers, will run in newspapers and Maori print media.
Advertising will feature cigarette packets labelled with the Maori Killers brand and slogans such as "smoking is an equal opportunity killer".
Director Shane Kawenata Bradbrook says tobacco kills proportionately more Maori than non-Maori.
He says the new campaign is different because it blames tobacco companies rather than smokers for the deaths.