Te Whatu Ora has launched a nationwide campaign to build people’s confidence, resolve to refuse methamphetamine and push back against meth in their communities.
Titled ‘F. Meth’, the campaign is intentionally bold. Co-created by VML Wellington, AWE (Māori owned, led and operated creative agency), All is For All and The Bakery, it harnesses energy to push back and take a stand.
The spot aims to strengthen refusal, and make the decision not to use methamphetamine more certain. It also helps individuals, families and communities to talk about meth harm, and support each other in a new way.
Methamphetamine harm is a serious concern in NZ, with wastewater testing indicating a significant increase in availability over the past three years, reinforcing the need for prevention, early support and community-led responses .
The campaign was launched at Te Rūnanga o Toa Rangatira in Porirua, alongside Porirua Resilience to Organised Crime in Communities (ROCC), community organisations, providers, partner agencies, and people with lived experience.
“Community partners showed us there is a surge of pushback already happening. The F is our resistance. Our word. Our attitude. It stands for Facing up to meth and for Fighting it wherever it causes harm, to our communities, the people we love, or ourselves,” said VML Wellington creative director Mark Dalton.
“Resisting meth shows up very differently for each of us. One in two New Zealanders have had meth affect them, or someone they know, and those contexts differ immensely. F. Meth is a thread that links those moments and communities together with one very clear point of view. Right now, we’re focused on changing the conversation about meth – where it shows up, who it affects, and how we face up to it more collectively,” he added.
“Our collaborative approach ensured the campaign had integrity in building, amplifying and supporting the great work communities are already leading. Their insights, experiences, and honesty shaped F Meth into a platform grounded in resistance that could speak to the many people across Aotearoa exposed to meth,” said AWE director Nicky Birch.
“The manaaki shown by everyone on this kaupapa has been truly inspiring. It could not have been delivered with a traditional model; it has been a privilege working alongside the team at Te Whatu Ora, AWE, All is for All and our wider group of partners and experts. This is only our first step. We’re looking forward to continuing this important mahi,” said VML managing partner Daine Kingma.
Health New Zealand has encouraged community organisations, iwi, sports clubs, workplaces and service providers to use and adapt campaign resources.
The work launched on Thursday 17 September and will run across community locations, social platforms, YouTube, video on demand, OOH and radio.
CREDITS:
Health New Zealand Te Whatu Ora
VML Wellington
AWE
All Is For All
The Bakery
