“Kiwi Lives” for Problem Gambling

“Kiwi Lives” reduces problem gambling, using television ads. hotlines, support groups and free face-to-face counselling. Initial feedback led to communications that highlight real people with real stories.

Kiwi Lives cuts problem gambling through the following four main objectives.
1. To de-normalise harmful gambling by getting society to understand and question the issues.
2. To prevent gambling-related problems in individuals and groups at risk of gambling addiction.
3. To protect vulnerable groups from gambling-related harms.
4. To reduce harm by preventing and minimising the adverse health, social and economic consequences of problem gambling.

The intervention aired three television advertisements about real-life stories showing that you can help yourself, your loved ones and your community. The program also offered hotlines, support groups and free face-to-face counselling.

Kiwi Lives focuses primarily on at-risk gamblers. particularly those that frequently play electronic gaming machines. One secondary audience is the friends and family of those at-risk gamblers. Another is the staff within venues with gambling facilities such as electronic gaming machines.

Initial feedback from Stage One found that the target audience did not see problem gambling as an issue that affected them. This was one of the main reasons people did not take action as a result of seeing the advertisements. They were also unsure about the harms of gambling, and wanted information about how to respond to problem gambling. Stage Two therefore used real people with real stories to show that how gambling can affect everyday New Zealanders. It also showed what these people had done to make things better.

Access the case study at https://www.thensmc.com/resources/showcase/kiwi-lives. It is published as part of the UK National Social Marketing Center’s Showcase website.

Aotearoa / New Zealand

Gambling, Aotearoa, New Zealand