PMGH Sector Support
July 2022 marked the launch of the new Minimising Gambling Harm (MGH) campaign, Nan’s Song, a Māori and Pasifika lead approach to protect our communities from gambling harm. Working alongside our audience and MGH providers over the last year, together we’ve been on the journey of developing and refining this campaign.
Read on to see how you can help support this important kaupapa.
Nan’s Song Campaign
Why a new campaign?
The purpose of this new campaign is to identify the early signs of gambling harm to avoid serious gambling harm developing, while reinforcing cultural values that can act as protective factors for gambling harm.
What is the thinking behind Nan's Song?
The strategy at the heart of this campaign is to lift the taboo on gambling and to prompt kōrero. ‘Nan’s Song’ is a campaign drawing on Māori and Pasifika culture but is grounded in universal truths. Nan is the matriarch, a pillar of strength, wise and warm and understanding, a character many of us will recognise. She represents connection to our tūpuna, and the mana we inherit from them. Her gift is a reminder to walk tall, knowing we‘re never alone and always supported.
Who is the audience?
This campaign is focused on recreational/low risk gamblers, aged 18 to 44 years, (specifically pokie players) with a focus on Māori and Pasifika, who are disproportionally represented in terms of gambling harm. The secondary audience is whānau/friends/affected others, because people often turn to whānau/friends before any professional help.
Where will it be seen?
The campaign will be seen on:
- Television (TVNZ, Discovery, Māori TV, Duke)
- Online video (TV On-Demand, YouTube)
- Digital display ads – range of sites
- Social media – Facebook and Instagram
- Out of home (Pokie venues - digital screens and bathrooms (mirror decal)
- Community settings (noticeboards in community centres and churches)
- Google ads.
What are the objectives of the campaign?
The objectives of the campaign are to prompt reflection, simplify education information and nudge intervention/support action.
How will the campaign deliver on the objectives?
The campaign objectives are integrated into the messaging approach and key messages. These are to:
- Prompt reflection – by a story grounded in values central to Māori and Pasifika communities including early warning signs
- Simplify education – knowing the signs to look out for, dispel myths and illustrate gambling issues can happen to anyone
- Nudge intervention/support – encourage people to act by watching out for signs and helping each other, have challenging kōrero among people who recognise signs in themselves or friends/whānau and know where to go for further help and support for people worried about their or someone else's gambling.
Help spread the word
Resources are available for you to use to in your own communities:
Social Media Posts
Here are two posts already prepared that you can use on your social platforms. You may wish to change the text to suit your organisation and your audience, and include links to your services.
1. Pokies
Suggested text below to use alongside the image
That could be a warning sign. Free and confidential support is available [include your service details/link here]
#WatchOutForTheWarningSigns
2. Gambling support
Suggested text below to use alongside the image
Worried about your gambling? Then your friends and whānau probably are too. That could be a warning sign. Have a chat to a FREE support service [include your service details/link here]
#WatchOutForTheWarningSigns
3. Borrowing money / raiding the rent?
These social media tiles provide two key Safer Gambling Aotearoa messages and can be used across multiple social media platforms.
INSTRUCTIONS FOR USE
If you have Facebook or Instagram, you can use/share this post to help promote the message and engage with your community.
Videos
You are welcome to link and share Nan's Song video content in your own social platforms. Go to Knowthesigns.org.nz to see the videos.
Watch Nan's Song - 90 seconds
Social media links
You can share our Instagram and Facebook pages via the links below.
Promotional Posters - Knowing the Signs
Designed to increase people’s knowledge of the early gambling harm signs to look out for.
Printed single-sided, full colour, A4 or for use online. There are two poster options (orange background or image background) and five variations of each option.
#1– Friends and whānau first
#2 – Staying true to your values
#3 – Friends help friends
#4 – Spending more than your limit
#5 – Do the right thing
Kōrero cards
Designed as a guide to encourage people to start a conversation about gambling. They are for both gamblers and whānau/affected others and aim to make it easier to talk about gambling, how it’s affecting them and discuss support options..
Seen a warning sign? Here’s how to kōrero about it
Safer Gambling Aotearoa email signatures
Here are three email signature designs you can add to your email to support the Safer Gambling Aotearoa harm kaupapa. Each design is available using the Māori tohu and the Pasifika tohu.
MGH Image Library Catalogue
This MGH Image Library Catalogue contains various gambling-related images for PMGH Service Providers to use. The images must be used for the purposes of strength-based messaging around minimising gambling harm, and they must remain within the MGH programme of work. To use the images, email the info@safergambling.org.nz inbox with the images you would like to use (noting the image reference), and we will send you the high-resolution versions.
Website - How Pokies Work
The information on the How Pokies Work page on the Safer Gambling Aotearoa website has recently been refreshed. You are welcome to link to and share this page - https://www.safergambling.org.nz/know-your-odds/how-pokies-work
Safer Gambling Aotearoa launched June 2021
Brand launch video
The new brand was developed in conjunction with our MGH Advisory Group and agency partners - Tātou and Stanley St.
By placing Māori and Pasifika values at the heart of every decision we've been able to create something that's authentic and meaningful.
The mahi
Safer Gambling Aotearoa
When it comes to talking about our gambling, many within our communities feel whakamā; it's something we're traditionally not comfortable discussing. However, it's only by talking about our gambling in a way that feels safe, that we're actually able to overcome the shame and stigma that can be associated with it.
'Me kōrero tātou | Tatou talanoa' - is our way of encouraging our people, to lift the taboo around the way we kōrero about our gambling. We all want to make our own choices. We know that our audience don’t want to be told what to do, so a message telling them to stop gambling would never prove successful. But with our new brand name Safer Gambling Aotearoa, we're shifting the focus to a positive outcome.
Safer Gambling Aotearoa offers a new destination for us all to work towards. We're hoping to avoid further stigmatising people who gamble, by removing phrases like 'problem gambling'.
Download our new brand and logo toolkit
If you have any questions regarding the brand identity or application or use of the brand toolkit, please contact Communications at Te Hiringa Hauora. Phone: 04 917 0060 or communications@hpa.org.nz
Te Ringa Akiaki: A guiding hand
As a Māori and Pasifika lead approach to minimising gambling harm, it made sense to place our cultures at the heart of our brand identity. Working with artist Graham Tipene, we created a unifying device that conveyed the essence of our mission.
Our logo stems from a circular tohu which represents a cycle of activity and depicts the themes of manaaki, strength through adversity and protection. Also within this piece are Te Ringa Akiaki, helping hands of those who endeavour to tautoko our individuals and support them to practise safer ways to gamble, or completely stop if they choose to.
Artwork
In addition to the final logo, there are two artworks (one Māori and one Pasifika), that contain culturally specific iconography, that speak to our Safer Gambling Aotearoa ambitions. These secondary elements, when combined with the corresponding translation, allow our communications to become more culturally specific.
The Artist
Kaiārahi, creative and artist Graham Tipene (Ngāti Whātua, Ngāti Hine, Ngāti Kahu, Ngāti Manu, Ngāti Haua) offers this explanation of his creative work:
"He ringa maukaha, he ringa awhi, he ringa mou. A tight grasp, a helping embrace, a hand for you. Addiction, acknowledgment, acceptance of help. We knew we had to come at it differently for our people. Something authentic. Something we knew was tika, was right".
Join us in helping our communities
FAQs
When do I have to remove any reference to Choice Not Chance by?
There is no fixed deadline. The first stage is a soft brand launch to gambling and wider health sector stakeholders to provide advanced notice of the brand transition. The inclusion of Safer Gambling Aotearoa won't be used in public facing campaign promotion until the end of August 2021.
Online/digital
- Online/digital environments such as websites can easily be updated, we encourage you to take the time to do this before the end of August 2021.
- There is no need to dispose of any existing printed materials that include Choice Not Chance logo. Please use existing stock first and update material only when a reprint is required.
- Te Hiringa Hauora will be running down existing printed stocks before re-printing materials/resources to include Safer Gambling Aotearoa. This includes the Minimising Gambling Harm resources ordered from our Health Resources page, Health Ed and the Gamble Host training pack.
Can we use the logo in our own advertising and resources?
Yes.
We have our own organisation logo which is effective, why do you want us to use this one?
Use of the Safer Gambling Aotearoa is optional. Co-branding is also an option.
What about other language translations?
The Primary Logo Māori and Primary Logo Pasifika are the only two language options available at this stage.
What logo do I use?
If you are unsure we suggest leading with the Primary Logo Māori.
What logo file format should I use?
Non-designers usually find jpeg and png files easier to use. The file names end with .jpg or .png. Jpeg files are best for print formats, png files are best for web/digital formats. Png files also come with a transparent background - so may be useful if you are 'overlaying' the logo on a coloured background or image.
A full suite of file formats are available and graphic designers will be familiar with all these file formats - i.e. ai .eps .png .jpg .svg.
Will Te Hiringa Hauora be available to assist with design advice?
Start by checking the brand guidelines. The content will show you logo versions with guidelines including clear space, minimum sizes, incorrect usage, and Do's and Don'ts,
If you are still unsure you can email communications@hpa.org.nz
For general marketing questions email info@safergambling.org.nz
Where will Safer Gambling Aotearoa be seen?
We encourage placement where it will be seen by gamblers, friends and whānau in your communities.
National promotion is likely to include:
- Broadcast TV
- Social media
- Online/digital
- Out of home (billboards, community settings)
- Printed materials and resources.
When will resources be available?
We intend to make some new resources available in time for Gamble Harm Awareness Week 2021.
How long will Safer Gambling Aotearoa be around?
Safer Gambling Aotearoa has been designed with the aim to be used for up to ten years.
Help and support
There’s absolutely no shame in asking for help. In fact, it shows strength and determination to take control.
Services near you
Free and confidential support is available throughout the country. View the list or use our interactive map to find your local gambling support service.
Wherever you are in the country, free and confidential support for your gambling is never far away. Getting some help is just a text, phone call, or Zoom away...
Help and support
There’s absolutely no shame in asking for help. In fact, it shows strength and determination to take control.
Services near you
Free and confidential support is available throughout the country. View the list or use our interactive map to find your local gambling support service.
Wherever you are in the country, free and confidential support for your gambling is never far away. Getting some help is just a text, phone call, or Zoom away...