Health NZ launches new national campaign ‘F. Meth’ to face and fight meth via VML Wellington
Health New Zealand | Te Whatu Ora has launched a nationwide campaign to build people’s confidence and 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.
F. Meth 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.
Says Caitlin Scott, Health NZ’s General Manager, Social Marketing: “There is great work happening already, including Te Ara Oranga in Northland, Porirua ROCC and NZ P-Pull, and Te Hiku Hauora’s Don’t Meth With My Moko campaign.”
Says Mark Dalton, Creative Director, VML Wellington: “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.
“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.”
Says Scott: “In-depth community engagement was undertaken across the motu, with people who have lived experience of both meth harm and resistance.”
Says Nicky Birch, AWE Director: “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.”
“If we are not uncomfortable, we are not having the right conversations. There is nothing comfortable about meth in our communities.” – A person with lived experience.
Director, Ray Edwards, says the stories needed nuance, and balance: “It was important to show that meth affects people from all walks of life, from lawyers to new dads, and everyone in between.”
Says Daine Kingma, Managing Partner, VML: “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.”
Health New Zealand is encouraging community organisations, iwi, sports clubs, workplaces and service providers to use and adapt campaign resources.
Adds Scott: “We want to hear what would work for your community – what resources you need, what conversations you want to support, and how we can help tailor the campaign.
“The campaign itself is not the solution to meth harm. The strength is in people, whānau and communities. F. Meth is another tool they can use to strengthen resistance and keep the conversation going.”
Community groups can contact the programme team at [email protected]
The work launched on Thursday 17 September and will run across community locations, social platforms, YouTube, video on demand, OOH and radio.
Health New Zealand Te Whatu Ora
VML Wellington
AWE
All Is For All
The Bakery
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