Problem gambling has significant health, social and economic implications for New Zealanders. It causes families to break up, kids to go hungry and businesses to fail. It brings with it debt, crime, violence and despair.
The HSC’s Kiwi Lives campaign is part of the Ministry of Health’s strategy for Preventing and Minimising Gambling Harm. It is one of a number of activities that aim to strengthen New Zealanders’ understanding and awareness of, and response to, the far reaching impacts of gambling. The original campaign 'Kiwi Lives 1' ran in April 2007 and has recently being complimented by the Kiwi Lives 2 campaign.
The Kiwi Lives 1 campaign
In April 2007 the HSC launched Kiwi Lives, which aimed to get New Zealanders thinking and talking about problem gambling and actions they could take to minimise and prevent the harm it causes – as individuals, as families, and as communities.
Problem Gambling TVC 'We all lose' (English, 15 seconds)
Problem Gambling TVC 'We all lose' (Te Reo Maori, 15 seconds)
Evaluation of the campaign
Results from research on the impact of the Kiwi Lives 1 campaign showed that people understood the message that many New Zealanders are affected by gambling but they wanted more information about the specific harms of gambling and a better idea of what they could do. The Kiwi Lives 2 campaign is a response to this.