Campaigns
Recent campaigns delivered by the Safer Gambling Aotearoa team
Our recent media campaigns support Safer Gambling Aotearoa and Health New Zealand’s Minimising Gambling Harm programme by working with communities, service providers, NGOs, government agencies and the gambling industry to reduce the harm from gambling.
Gambling Harm Advertising - Service Promotion
With advertising encouraging people to gamble on the rise, our campaign set out to offset this trend by increasing awareness of help and support options available across Aotearoa New Zealand. We launched a series of striking, attention-grabbing ads designed to direct people to our Services Near You page and the Sharing and Talking page for more information.
Under the Safer Gambling Aotearoa umbrella, we leveraged multiple media channels to connect with communities and amplify our message. The campaign focused on 10 priority regions across both the North and South Islands.
Community De-stigmatisation 2025
Two community service providers developed separate campaigns for Pacific and Asian communities to further the Minimising Gambling Harm programme’s understanding of effective community mobilisation. Both campaigns tackled a major barrier to help-seeking – whakamā/shame or loss of face caused by the stigma surrounding harmful gambling. This stigma can be experienced personally by the individual gambler or can come from others as societal prejudice.
Key aspects of the campaigns
Evidence-based and culturally informed approach: Both campaigns leveraged a mix of research, cultural insights, clinical expertise, gambling lived experience and specialist community resources to design activities. These included events, influencer engagement, translated advertising and editorial content across mainstream and community media.
Continuous improvement through evaluation: Insights and data gathered from these activities are being used to refine the Minimising Gambling Harm programme’s strategic and tactical approaches.
Asian communities
They Bet on You Staying Silent is built on three insights: Asian culture (individual expression can be frowned upon); a power imbalance (including for first-generation immigrants who might not wish to question authority); and flipping the blame, reframing shame into injustice and making it safe to discuss gambling harm with others. Selected languages were simplified Chinese, Hindi, Korean and English.
For more information, contact Asian Family Services.
Pacific Peoples
Lead with Love invited individuals, families and communities to ‘See the person, not the addiction’. It tackled the extreme end of the harm continuum – addiction. It reframed the narrative about gambling harm from denial or blame and shame to embracing the person and seeing that addiction did not define them. Change is possible with love and conversations.
For more information, contact Mapu Maia.
For more information on any campaign activity, email info@safergambling.org.nz