Media Release

30 November 2008

Ministry of Health Launches Kiwi Lives 2 - Social Marketing Campaign on Problem Gambling - "Together We Can Make It Right"

The Ministry of Health, through the Health Sponsorship Council (HSC), today launched Stage 2 of its national social marketing campaign as part of its ongoing strategy to prevent and minimize gambling harm.

The aims of the campaign are to strengthen society’s response to gambling, and prevent gambling related harm. Stage 1 of the campaign focused on raising awareness and promoting key messages that problem gambling affects us all, and we all lose.

Stage 2 aims to extend the message about how problem gambling affects us and what we can do about it. The key message is that ‘together we can make it right’.

The campaign addresses problem gambling harm at an individual, family and community level and shows that resolution can be achieved by seeking assistance, support and mobilising community action. At all levels, the campaign seeks to drive behavioural change. The campaign reinforces this message by using testimonials, with real people telling their own personal and emotional stories.

Barbara Phillips, Group Manager, Minimising Harm Group, Ministry of Health endorses the testimonial approach adopted by the HSC saying “the ads are challenging, they make people feel more aware of the problem, but also uncomfortable”. The social marketing campaign goes to air Sunday 30 November 2008.

This campaign is just part of a broader public health and intervention service strategy adopted by the Ministry of Health in preventing and minimising gambling harm.

For people in need of assistance, the Gambling Helpline offers a 24-hour service on 0800 654 655. This can be a first step in seeking help.

For further information, please contact Luz Baguioro, Media Advisor, 04 496 2349 or 021 802 622