Mental Health Minister Matt Doocey Attends Formal Launch Of Pasifika Gambling Harm Campaign

8 September 2025 

Minister for Mental Health Matt Doocey will today speak at the official launch of ‘Lead with Love’, a de-stigmatisation campaign to encourage more Pasifika to seek help for gambling addiction.

The campaign, run by Pacific counselling service and gambling harm specialists Mapu Maia, aims to address the stigma and shame around gambling harm with a call to ‘See the Person, not the 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. As well as an address by the Minister, today’s Auckland launch will include insights from a Mapu Maia lived experience peer support and Pasifika-led marketing agency Dioscuri Ltd, which co-developed the strengths-based campaign with Mapu Maia.

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.

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: Tuesday, September 9, 2025

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