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Reformed smoker Rebecca Gilbert is urging Māori to break the cycle of tobacco use among whānau and get behind the Government’s proposed Smokefree 2025 Action Plan.

Gilbert, who is acting health promotion manager for the Cancer Society, says many Māori will relate to her experience of spending most of her life entrenched in a community that normalised and embraced smoking from a young age, and turned to tobacco during good times and bad.

“From my teenage years onwards, every social occasion followed a pattern,” Gilbert, said.