INSPIRED is a collaborative project across the first six countries to adopt government-endorsed endgame goals for smoking: Aotearoa New Zealand, Canada, Finland, Ireland, Scotland, and Sweden.

In-depth interviews probing how people with fewer material resources viewed tobacco endgame policies found they supported denicotinisation and enhanced cessation support, but often relied on industry framing to assert smoking as a “choice”.

The study investigated how people who smoke negotiated new identity positions and the practices they retained, created or relinquished as they began vaping.

This five-year research programme comprises three whenu that collectively aim to reduce smoking disparities by accelerating progress towards a Smokefree Aotearoa.