Abstract
Determinants of population health such as fuel poverty (inability to afford adequate household temperatures) are difficult to highlight in the media. In this paper we analyse newspaper reports of the death of a Pacific migrant, Mrs Muliaga, who could not afford her electricity bill, and reflect on using individual cases to highlight the importance of the social determinants of health, such as fuel poverty. We undertook a thematic analysis of 368 articles published in major New Zealand newspapers. Four key themes were identified: personal tragedy, conflicting evidence, institutionalised racism, and responsibility. The on-going focus on the medical status of Mrs Muliaga continued the media trend of highlighting personal behaviours as the root cause of health problems in New Zealand, and justified a medically focused policy response. We argue that public health advocates should consider using media advocacy to make fuel poverty a priority on the policy agenda.