For Marama Apelu – known affectionately as Aunty Bub – the journey to becoming a Smokefree advocate began at home.
“My initial interest came about through my own experiences as a young mum, raising my kids and having to compete with a husband who smoked,” she says. “It’s really difficult for a young mum, raising children, having to compete with somebody that smokes – and really, you just want to put kai on the table.”
That reality sparked something deeper in Aunty Bub. She began to take notice of the impact smoking was having on whānau, especially rangatahi Māori.
“I saw a lot of our youth were involved in smoking – and honestly, I just hated it.”
She started aligning herself with kaupapa promoting a Smokefree message – even when the movement was still finding its feet. In the early days, it wasn’t formal campaigns or policies leading the way, but grassroots mahi driven by community values.
“It was just about being part of a youth organisation that held disco dances. I started to encourage my group not to let anyone in who was smoking.”
That led to the creation of SAFE Concerts – Smoke and Alcohol-Free Environment events that gave young people a place to enjoy themselves, without exposure to harmful habits.
“At that time, everybody did discos – and it just grew from there. Different organisations asked me to come on board when Smokefree came into place.”
But for Aunty Bub, it wasn’t just about the present – it was about whakapapa.
“The thing in me that I really disliked was the effect smoking had on our whakapapa – way back then I could see our young Māori youth smoking, and it bothered me.”
Over time, the kaupapa became even more personal. She pauses in the interview, emotion catching in her throat.
“What’s become more personal is the loss of my husband through lung cancer. It’s sad that I recognise how much smoking would impact on whānau. The thing is – he didn’t realise until it was too late. There was nothing he could do about it.”
Her message to whānau is one of hope and urgency:
“It’s a choice. It doesn’t have to happen. You don’t have to die from lung cancer. But often, it’s a choice that is made too late.”
“It’s just a waste. For all our Māori people who are smoking – it’s just moumou.”
When asked what she’d say to those who might be in a position to choose Smokefree today, she replies simply:
“I’d just want to awhi anybody who was unsure – or maybe thought it would be easy, because I imagine it wouldn’t be.”
To young people, she has a strong message:
“Don’t start. There’s nothing in it. There’s nothing in tobacco. It’s just a waste of money and a waste of time.”
“Put your energy into something positive – waka ama, rugby, even just walking – and look for people who can give you encouragement when you need it.”
Aunty Bub encourages whānau to reach out to their local Stop Smoking Services for support, and says it’s one of the best moves you can make for yourself and your future.
She closes with a beautiful reflection:
“I love the life that I live being a Smokefree person. There’s freedom in that. And it’s something I wish for all my mokopuna. That’s the type of freedom and future I hope for them.”
