Pacific counselling service and gambling harm specialists Mapu Maia is launching a ‘de-stigmatisation’ campaign to encourage more Pasifika to seek help for their gambling addiction.

The organisation, which provides mental health and addiction services for Pacific communities and other priority groups, says Pacific and Māori face disproportionate levels of gambling harm. But internalised shame, fear of judgement from loved ones and the community, and institutional discrimination prevent individuals from seeking the support they need. This leaves them feeling isolated, often driving them deeper into their addictive behaviours.

The ’Lead with Love’ campaign – developed with Pasifika-led marketing agency Dioscuri Ltd – takes a strengths-based approach to addressing stigma, with a call to ‘See the person, not the addiction’.

The only Pasifika gambling harm provider in New Zealand, Mapu Maia places lived experience at the heart of its approach. And it was this lived experience that informed every aspect of the Lead With Love campaign.

“It was the bedrock on which this campaign was built,” says Mapu Maia CEO Tuala Pesio Ah-Honi. “It was the most important thing for us, that we told the story of those who have actually experienced gambling harm. People who have felt rejected, unloved, ostracised and judged and who know what it is to not feel worthy because of the stigma. These are the voices of our people that we have designed our campaign around.”

The wide-ranging campaign aims to help dispel the shame and fear of judgement by re-framing the narrative, raising awareness among communities, and empowering individuals with guidance on how to start the conversation, whether it’s to seek support or to offer it. To lead with compassion and uphold the mana of the person affected by gambling harm.

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Mapu Maia says it was important to apply a cultural lens to the campaign, especially because of strong intra-cultural stigma within Pasifika communities. The collective nature of these communities means gambling harm is perceived as damaging not just to the affected person but to the reputation of loved ones, the wider family and to trusted relationships within the community.

With gambling harm affecting all ages – from children and teenagers gaming online to older family members playing the pokies at their local club or casino – the campaign messaging is tailored for each audience across multiple platforms. This includes posts and videos on Instagram and TikTok, radio advertising and interviews, bus backs and trains, digital billboards, posters, print and podcasts as well as workshops and resources for distribution at sports clubs, churches, cultural groups and other community spaces.

Anyone looking for support or further information can go to leadwithlove.nz

Mapu Maia offers culturally appropriate and in-language services to families and communities affected by addictions, co-existing issues, family violence and other mental health challenges. With offices in Auckland, Hawkes Bay, Wellington and Christchurch, Mapu Maia has successfully supported thousands of clients and communities each year.

Campaign launch: September 1, 2025.

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