Four islands in the southern Pa Enua – Atiu, Mitiaro, Mauke and Mangaia – have officially been declared smoke-free, marking a major milestone in the Cook Islands’ journey towards a healthier future.

The declaration was made during a special ceremony held yesterday at the National Auditorium in Rarotonga, where schoolchildren from four schools took the stage with performances promoting smoke-free messages.

Traditional leaders from the Pa Enua islands joined virtually, expressing their unanimous support for the campaign.

Secretary of Health Bob Williams acknowledged the milestone as the culmination of over two decades of persistent work and community effort.

“It’s been a long journey, 22 years,” Williams told Cook Islands News. “I think it’s good to recognise all the work that has been done over the past 20 years.”

He said significant progress was made in the last two years leading up to the official declaration, and credited the Government, traditional leaders, and development partners including the World Health Organization (WHO), SPC (Pacific Community), UNICEF (United Nations Children’s Fund), FAO (Food and Agriculture Organization), New Zealand and Australia for their contributions.

“These four islands are now officially smoke-free,” Williams confirmed. “There is no importing or selling of tobacco permitted on these islands. However, people who continue to smoke can still bring in cigarettes for personal consumption – just not for sale.”

The campaign is part of a long-standing effort to address non-communicable diseases (NCDs) in the Cook Islands.

Half of the national population has been diagnosed with some form of NCD, with smoking being a major contributing factor to heart disease and cancer.

Minister for Health Rose Toki-Brown said the declaration is not just about tobacco, but about creating a healthier environment for future generations.

“I know we are all aware of the purpose of our gathering this morning. It is about our children today and future generations,” she said.

The Minister reflected on the journey that began in 2003, when the vision for smoke-free islands was first introduced.

Over the years, the idea grew, eventually receiving strong community support, especially in the Pa Enua.

In 2019, Toki-Brown personally visited Mitiaro and Atiu to introduce the Smoke-Free Island Initiative, which was embraced by the communities.

Then, in 2023, the healthy islands initiative was launched in Atiu, Mitiaro, Mauke, Mangaia and Aitutaki.

Toki-Brown said while Nga-Pu-Toru and Mangaia have now formalised their smoke-free status, Aitutaki has opted to align with Rarotonga and the Northern Group Islands by extending its commitment to 2030.

“Our success today was shaped by community voices, national leadership and regional partnerships,” said Toki-Brown. “This is a vision that is critical to the health and wellbeing of all Cook Islanders.”

Toki-Brown thanked the traditional leaders, government representatives and local communities for backing the initiative, calling it “a vision for a better and healthier future”.

The event concluded with the uplifting performances by students from four different school around the island and a symbolic celebration of the four islands’ bold step towards protecting future generations from tobacco harm.