Hemisphere to lead Health New Zealand safer gambling programme
The agency will implement a Tiriti-dynamic indigenous-led approach to behaviour change.
New Zealand.- Hemisphere has won a contract to run Health New Zealand’s Safer Gambling Aotearoa platform for the next three years following a competitive tender process. The agency will deliver strategy, creative, media and research for the national public health initiative via an integrated programme intended to engage communities where gambling-related issues are most prevalent.
The initiative will focus on encouraging awareness and improving access to available support services. A key part of Hemisphere’s proposal is collaboration with Big River Creative, a Māori-owned agency led by Te Awanui Reeder. The companies said their Tiriti-dynamic indigenous-led approach to behaviour change will guide campaigns aimed at Māori, Pacific, Asian and rangatahi communities.
“This is pure social marketing, and it’s the mahi (job) we love,” said Hemisphere Managing Director Tim Antric. “We get to bring our Tiriti-dynamic framework to life with and for the people who carry the greatest burden of gambling harm. We’re not walking in like it’s year one – we’ve worked in this space for a long time, and we’re ready to build on what communities have already started.”
The agency has made several new appointments and promotions across its media, digital and creative teams to deliver the programme. It said previous work for Te Hiringa Hauora increased the use of gambling self-assessment tools by 88 per cent.
