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”.

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

This project examines how tailored RYO pictorial warnings and efficacy messages, developed using insights from whānau interviews, influence cessation-related beliefs and choices among people who use RYO tobacco.

EASE is Aotearoa’s International Tobacco Control (ITC) project, a health study which aims to support Aotearoa New Zealand’s Smokefree 2025 goal.