A researcher says a competition could help large numbers of Maori quit smoking.
The University of Auckland's Centre for Tobacco Control Research has launched its Wero contest, or Whanau End Smoking Regional Whanau Ora Challenge.
The centre's director, Marewa Glover, said a three month trial competition with two teams was conducted in August last year. The winner was the team that had the most people quit.
Dr Glover said the contest was so successful that 36% gave up and three months later 27% were still not smoking.
In a new competition between Ngati Kahungunu and Te Tai Tokerau, run by Northland and Hawke's Bay District Health Boards, 220 smokers will be trying to give up.
Ms Glover says if the results are similar to last year's, the scheme will be rolled out nationwide and with large numbers all quitting at once it would make a huge difference to the overall number of Maori smoking.
Ms Glover believes that if this happens, it could turn round a culture where smoking has been normal, and make quitting normal instead.
