According to Quitline, Māori and those in high deprivation populations care less about the cost of cigarettes, or their health, compared to how much they care about their children. Māori Television’s advertising head of department, Toni Urlich developed the creative for the ‘Crayons’ campaign, which uses children, mimicking their parents’ smoking behaviour. The campaign was created inhouse at Māori Television and in a first, will also be rolled out across other channels.