Te Marae Ora Ministry of Health received an award from the World Health Organization (WHO) for its anti-smoking initiatives during the World Health Assembly in Geneva this week.

According to TMO, Secretary of Health Bob Williams was privileged to receive an award on behalf of the Ministry from the WHO Director-General Dr Tedros. The award is to acknowledge and recognise the Cook Islands efforts in advancing tobacco control measures towards the World No Tobacco Day 2025.

Last year, TMO implemented the Tobacco Products Control Amendment Act 2024 which prohibits the import, sale and distribution of imitation tobacco products, including vapes and e-cigarettes. It also increases the legal age for tobacco product sales from 18 to 21.

Later this month, TMO will launch a smoke-free campaign, and the southern group islands of Mitiaro, Atiu, Mangaia, and Mauke will officially be declared smoke-free. The four islands will no longer allow smoking publicly, and businesses will not be allowed to sell tobacco.

According to TMO, in early 2023, the Minister of Health Vainetutai Rose Toki Brown revisited the Smoke Free Islands initiative which led to these islands agreeing to go Smoke Free by end of May 2025.

A launch for the declaration of the Smoke Free status for the four islands is scheduled to take place on June 3, 2025.

“The enactment of the Tobacco Products Control Amendment Act 2024 to ban e-cigarettes, vapes to residents and other measures, and the recent approval of the tax increase on tobacco were significant national efforts being recognized by WHO,” TMO said.

According to Williams, the award is in recognition of the national collective effort and collaboration between TMO, Crown Law, Ministry of Finance and Economic Management, Customs, Pa Enua Island Governments, the House of Ariki and the WHO country and regional offices. 

This is not the first time the Cook Islands health ministry has received global recognition. In the 2023 Pacific Health Minister Meeting held in Tonga, Te Marae Ora was awarded by WHO in recognition of its national coordination and response to Covid-19.

Meanwhile, at the 78^th World Health Assembly in Geneva this, Minister Toki-Brown as chair of the 75^th Regional Committee of the Western-Pacific Region, presented the Country Statement on behalf of the Pacific Islands of how resilience has defined the Pacific journey.

From the existential threats of climate change to the economic shocks of the global pandemic, Pacific communities have remained resilient, she noted. According to Te Marae Ora, WHO remain as one of the most steadfast allies to the Pacific, with its in-country presence which is pivotal in addressing critical health priorities such as universal health coverage, prevention and control of non-communicable disease, improving capacity and capabilities of health workforce, and strengthening system resilience against health threats, including climate change impacts.

Toki-Brown reiterated the continued partnership of the Pacific with WHO as vital to transforming aspirations into action, empowering Pacific nations to achieve health goals, strengthen health systems and secure a healthier, more equitable future for generations to come.

She encouraged member states to embrace the spirit of “One World for Health” as a call to action and a reminder that the challenges are shared, and so too must be the solutions.

Together, as health leaders, Toki-Brown said “we can create a world where every island, every community, and every individual thrives, leaving no one behind”.