Mapu Maia, Aotearoa New Zealand’s only Pasifika-specific gambling harm service, has launched Lead with Love, a new campaign encouraging Pasifika to seek support without fear or shame.
While Pacific and Māori communities are disproportionately impacted by gambling harm, many people remain silent due to stigma, judgement and institutional barriers. Mapu Maia hopes Lead with Love will break that cycle by reframing conversations through a cultural and compassionate lens.
“Lived experience is at the heart of this kaupapa,” says CEO Tuala Pesio Ah-Honi. “We’ve built this campaign on the voices of people who have felt rejected, judged and unworthy because of gambling harm. Their stories shape every part of this work.”
The campaign focuses on three key goals:
- Reducing shame and fear of judgement
- Empowering individuals to seek or offer support
- Encouraging communities to respond with compassion while upholding mana
Lead with Love will deliver targeted messaging across social media, radio, billboards, podcasts, workshops and community spaces such as churches, sports clubs and cultural groups.
Support and resources are available at leadwithlove.nz
