Protect Your Breath
Health New Zealand | Te Whatu Ora social marketing campaign launched in November 2022 to reduce vaping among young Māori and Pacific people, built around hā (breath) and co-designed with the Hā Collective, a group of rangatahi (youth) advisers; it runs mainly on TikTok and other social platforms and offers non-judgemental alternatives to vaping.
- Years
- 2022–now
- Country
- New Zealand
- Topic
- TobaccoVaping
- Asks people to
- Never startStop
- Strategy
- Cultural tailoringPeer crowd
- Channel
- Social (organic)Social (paid)Website
- Audience
- YouthRangatahi Māori and Pacific young people.
Evidence
NoneUnknown
Sponsor (who paid)
- Health New Zealand | Te Whatu Ora Foreign government, funder and creator
Credits (who made it)
Not recorded yet.
Sources
Research notes
Drafted by Claude on 2026-10-28 for #130 from the sources listed; unreviewed (summary and cardSummary included). NZ. Health NZ's own page (quoted in search results) credits the creative and social change agency Curative; not opened, so not added to credits. peer-crowd is a loose fit (youth co-design and youth voices). Check the numbers: daily vaping 3.1% (2019) to 9.6% (2021) (Action for Smokefree 2025); Hā Collective survey 53% never vaped, 10% daily.
Record cases/nz-protect-your-breath.json, updated 2026-10-28· Link to this campaign