'Maori Killers Tobacco Company' Campaign Launched
Media Release: Te Reo Marama
Embargoed until 5PM Wed 29 October
A controversial new campaign called 'Maori Killers' makes its debut in what is becoming a trademark blunt, upfront
manner for its Te Reo Marama (TRM) creators.
"The launch of the new campaign is set to challenge both the New Zealand and the Maori community to recognise that
tobacco products are basically all the same – they are all ‘Maori Killers’ regardless of the branding or flavour of the
product or the tobacco company that plies this legalised killer product," says Director of TRM – Shane Kawenata
Bradbrook.
Previous controversial campaigns such as ‘Maori Murder’ and ‘Endangered Species’ have also set a different tone in the
debate on tobacco use for Maori.
"This is about stimulating discussion in a new form and taking a shot at the tobacco companies for their continued
ability to operate in the 21st Century with products that kill 5000 New Zealanders, of which 800 are Maori."
Exposing tobacco products and the industry for what they are in reality is required. The tobacco companies have to date
operated in what is an under-regulated manner with a product that when used as intended kills.
"We see product recalls for dangerous products all the time. Just look at the Chinese milk powder scandal. Yet there is
no accountability or responsibility taken for the deaths of so many Kiwis caused by a handful of wealthy tobacco
executives. By calling the product ‘Maori Killer’ we are stating what it does," says Mr Bradbrook. "But you could easily
call it 'Kiwi Killer’' 'Pacific Island Killer' or 'Asian Killer'. And this killer product is commonly available from
your corner diary."
Tremendous changes in the smoking rates for Maori over the past 5 years have seen a massive drop from 54% to 40%
prevalence rates that show an increased downward trend amongst Maori.
The campaign includes realistic cigarette packets that carry humourus ‘health warnings’ such as: 'Want equality? Smoking
is an equal opportunity Killer!' There are also 20 Maori Killer truths in the shape of faux cigarettes within each pack
that highlight such things as the tobacco companies responsible for all the deaths associated with smoking. Posters and
other material will also be distributed nationally.
Further information:
ENDS