Summary
- As New Zealand prepares for a major shift in its gambling regulations, locals are voicing strong concerns over the potential negative impacts of gambling.
- The campaign introduces a dedicated platform called Pātea, designed to offer support and self-exclusion resources to those in need.
- The campaign's ads boldly confront gambling, exposing it as a trap designed to ensnare people into a cycle of loss and addiction.
In New Zealand, a bold new digital campaign and two impactful ads have been launched, shining a spotlight on the real harm caused by gambling. Moving away from the usual soft approach that paints gambling as simple entertainment, this initiative is upfront and honest about the serious financial strain and emotional distress this activity can create.
Gambling is not meant to be "harmless fun"
Two powerful ads, Their House Always Wins and The Game Is Rigged, Don’t Get Played, have been unleashed to challenge the notion that gambling is meant to be a fun pastime. Instead, these campaigns expose the industry's intention to trap people in addiction, coaxing them to spend ever more. In a bid to counteract this, the new digital platform, Pātea, has emerged, inviting individuals to pause and reflect. This platform was crafted with invaluable insights from those who have experienced the devastating fallout of gambling in New Zealand. Every year, New Zealand sees a staggering loss exceeding NZ$2.6 billion to gambling. Māori and Pasifika communities, in particular, are bearing the brunt of this issue, suffering disproportionately from addiction and its harmful effects. Jessikha Makoare, General Manager of Hāpai Te Hauora, stresses the urgency of this campaign. With New Zealand on the brink of introducing up to 15 online casino licenses, the potential for exacerbating these problems is clear, she warns. That's why it's critical to shine a light on the harsh realities and hidden dangers of gambling: What we need now is a collective realization that gambling is inherently harmful, operating exactly as intended by its architects. This impactful campaign was developed by Mahitahi Agency, with vital support from Hāpai Te Hauora, Te Rangihaeata Oranga Trust, and Poutiri Charitable Trust. Jason Alexander, CEO of Hāpai Te Hauora, echoes his team's sentiments, emphasizing that this initiative aims to unmask the threats rooted in gambling.
