Campaign design for the Smokefree Aotearoa 2025 Action Plan

Ministry of Health

Campaign design that supports the launch of the Smokefree Aotearoa 2025 Action Plan


  • Information design
MOH-smoMOH smokefree campaign poster and factsheet

The campaign materials align with the look and feel established by a commissioned photograph for the Action Plan document. The materials place emphasis on people and families with natural and relaxed photography throughout. The design is light and airy, evoking clean air and open skies.

The printed materials are structured and eye-catching, with icons and coloured tabs drawing attention to key information.

Smokefree campaign icons
Stills from the MOH smokefree campaign animation

The animated video brings the Action Plan to life with a montage of smokefree milestones already passed and the contribution of advocates and organisations that have gotten us here. Selfie videos woven in at the end of the video – community members expressing Aotearoa’s smokefree aspirations in their own words – underscores the Action Plan’s emphasis on communities and people.

Recognising the Action Plan’s focus on equity, the campaign materials are available in English, Te Reo Māori, plus five Pacific languages to ensure a wide reach in the communities that are most harmed by smoking.

The Smokefree Aotearoa 2025 Action Plan has been discussed on RNZ, Stuff, NZ Herald and international media.

Feedback from The Smokefree 2025 Team:

‘Ngā mihi nui to the team at Gusto for helping us develop media for our Smokefree Aotearoa 2025 campaign. You were extremely flexible and open to the fast paced changes, requests and ideas, and produced beautiful work that seamlessly built on the Action Plan campaign look and feel. Ka rawe e te Gusto tīma!’

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