PMGH Sector Support
Te Hiringa Hauora is proud to announce the new brand, Safer Gambling Aotearoa. After almost a year of extensive research and working alongside our audience, we’ve created a Māori and Pasifika lead approach to minimising gambling harm within our communities.
Read on to see how you can help support this important kaupapa.
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.
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’.
We encourage you to update your existing documents and any promotional material you might use to reflect this thinking and the new brand over the coming 3 months in the lead up to Gambling Harm Awareness week (30 August - 5 September 2021).
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.
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.
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
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 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?
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 firstname.lastname@example.org
For general marketing questions email email@example.com
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
- 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.
We knew that it wasn’t enough to listen to the voices we served but we needed to work in true partnership. With Māori and Pasifika partners involved at every step of the way, in addition to extensive research and consultation with our end audience.
From the end of 2020 we have been following a rigorous process of research. Conducting focus groups and one-to-one interviews with recreational to high risk gamblers, their friends and whānau in addition to sector stakeholders. The rich insights uncovered from this research have formed the basis of our strategy and creative approach, we have maintained these relationships to concept test design, creative, names and brand lines.
You’ll see communications and solutions that are not only authentic but speak to our audience in a way that is ultimately mana enhancing. We’d like to give thanks to our sector partners, without their valued support and contributions this kaupapa would not have been possible.
A special thanks to our advisory board members:
Eru Loach – Ngā Kete Mātauranga Pounamu, Leeanne Makea – Te Rangihaeta Oranga, Brenda McQuill – Lived Experiences Group, Patricia Riley and Upokoina Teao – Raukura, Alapua Poasa and Seanoa Faraimo - Taeaomanino Trust, Meressa Pupuli’I and Malo Silailai – WDHB Tupu services and Pesio Ah-Honi and Gerhart Berking - Mapu Maia.
Roll out plan
We are launching the new brand, website and social channels in June 2021. With the first public facing campaign due to launch in October 2021 which will focus on recreational and low risk pokie use, given the proliferation of pokies within our communities and the increased risk of harm associated with them.