Abstract
Aotearoa New Zealand (NZ) has a goal of reducing smoking prevalence rapidly and equitably. However, reliance on conventional cessation measures, such as pictorial warning labels, has not reduced substantial inequities between Māori and non-Māori. Warning labels communicate important harms, but do not provide advice on quitting or inspire people who smoke to believe they can quit. Our recent study found that efficacy inserts, small cards placed inside tobacco packages, offering advice on smoking cessation, could be a highly effective, low-cost way to support smoking cessation in NZ.