A Pacific researcher says health messaging needs to respect Tongan values and lifestyles.
Research addressing obesity rates within the Tongan community through culturally tailored messaging is being carried out by postgraduate student Theresa 'Apikotoa.
The Pasifika Medical Association (PMA) Knowledge Hub Scholarship recipient is undertaking a Master of Commerce in Marketing at Waipapa Taumata Rau, University of Auckland.
Her research focuses on how culturally tailored marketing interventions can encourage healthier dietary choices among Tongans in New Zealand, challenging the dominance of fast-food brands.
"As a Tongan researcher, I want to show that many mainstream health campaigns don't fit our realities," 'Apikotoa explains.
"We need solutions that respect our values and the way we live."
'Apikotoa aims to address obesity rates among Tongans, particularly women, by exploring marketing strategies that align with cultural identity.
"I hope my findings will highlight the pressures of acculturation and question whether mainstream health solutions truly fit us," she says.
"We deserve approaches that are effective and culturally respectful."
The scholarship has not only given her the means to undertake research, but provided reassurance about being on the right path.
"Receiving this scholarship means so much-it's not just financial support, it's validation that my research matters," she says.
As a Tongan researcher, I want to show that many mainstream health campaigns don't fit our realities
Theresa 'Apikotoa Waipapa Taumata Rau, University of Auckland
Foundation built on sacrifice
Raised in Mount Roskill and the only girl of four children, 'Apikotoa grew up in a home where education was seen as the pathway to opportunity.
"I grew up in a traditional Tongan household where life revolved around church, school and family. Academic success was always encouraged and seen as a natural pathway."
The family have strong connections to the University, it's where her mum gained a postgraduate diploma in Business Management, her eldest brother earned a degree in Sociology, and her second eldest brother received a degree in Psychology.
"With that strong foundation, it felt natural for me to follow in their footsteps and continue my academic journey at the University of Auckland."
Her parents Niveni and Malia 'Apikotoa hail from the villages of Vaini and Fasi moe Afi 'a Tungi in Tonga.
"They worked tirelessly to provide what they never had.
"My dad couldn't pursue higher education because of financial responsibilities, but he promised to give his children the opportunities he missed.
"Their sacrifices are my 'why.' Everything I do is to honour them."
Her curiosity, paired with a sharp memory, made academia a natural fit, with a love for learning having emerged almost immediately.
"Since I was little, I'd ask, 'What's the reason for everything?' Even when I got an answer, I'd ask, 'But what's the reason behind that?'"
The journey has been marked by proud moments-serving on the executive teams for Commerce o Pasifika and Tongan Students Association of the University of Auckland (TAUA), and completing her first research project during her honours year.
"One of the most special highlights was graduating in the same week as my older brother earlier this year. That moment meant everything to my parents," she recalls.
Her family remains her anchor.
"My parents make sure I never have to worry about anything at home, so I can focus fully on my studies."
Her brothers are equally vital: "They're my backbone. They motivate me and step in whenever I need a boost."
She has also been fortunate to have shared the university experience with members of her extended family studying alongside her.
"It's been bittersweet watching my cousins graduate... I'm always so proud and happy for them. But it's hard knowing I'm still on this academic path, while they move forward into the next chapter of their lives."
'Apikotoa expressed gratitude for the academic support she's received from supervisor Dr 'Ilaisaane Fifita.
"She has been a guiding light, someone I deeply admire and can always count on."
It's that support that has motivated her to keep studying once she completes her masters degree.
"I want to continue with my studies, to keep moving up. With the right guidance, support and God's grace, I know I can turn my dreams into reality."
