Maori and Pacific families are being targeted to take part in a competition for smokers to win money if they quit their habit.
A $5000 prize is on offer to a group of people that gives up cigarettes.
The cash won't go to individual smokers, but instead to a charity of their choice.
Fifteen teams of 10 people from Northland and Auckland are being recruited take part in the three month competition which is part of a research project by Tobacco Control Research Turanga.
Head researcher Marewa Glover says the challenge fits in with the Government's approach to family welfare.
Dr Glover says it is very exciting to be launching a programme designed on Whanau Ora programme principles.
The competition will begin on 31 May. Funding for the project and prize is provided by the Health Research Council.