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F. Meth

“Know your why. Plan your how.”

Health New Zealand | Te Whatu Ora national campaign launched 17 September 2026 in Porirua under the government's action plan on methamphetamine harm. It aims to strengthen people's refusal of meth and get communities talking about meth harm: 'F.' stands for facing up to meth and fighting it. Videos, a personal story, community toolkits and ads on social media, YouTube, video on demand, out-of-home and radio ask people to know their reasons and plan how to say no, and point to the Alcohol and Drug Helpline.

Years
2026–now
Country
New Zealand
Budget
$1.584 million over six months from the Proceeds of Crime Fund, within a $30.6 million health-led package announced the previous year (Inside Government NZ).
Topic
Drugs
Asks people to
Never startSeek helpStopTalk to someone
Strategy
Cultural tailoringSelf efficacyService linkTestimonial
Channel
EventsHotlineOutdoorRadioSocial (paid)TVWebsite
Audience
General publicYoung adults
New Zealanders affected by meth: people who use or are tempted to use it, whānau and friends, and community groups, iwi, sports clubs, churches and workplaces that can adapt the toolkit. The minister stressed reaching young people before use becomes serious.

Evidence

NoneUnknown

Launched September 2026; no results yet. The minister said the campaign 'will be evaluated before it is further rolled out'. Expected reach more than 2.5 million New Zealanders (sponsor estimate).

Sponsor (who paid)

  • Health New Zealand | Te Whatu Ora Foreign government, funder and creator
  • New Zealand Government (Mental Health Minister Matt Doocey; Proceeds of Crime Fund) Foreign government, funder

Credits (who made it)

  • VML Wellington Creative, 2026 source
  • AWE Multicultural, 2026 source
  • All Is For All Creative, 2026 source
  • The Bakery Creative, 2026 source

Related campaigns

Sources

  1. F. Meth (Health New Zealand | Te Whatu Ora campaign page) sponsor · 2026
  2. F. Meth drug prevention campaign launched in Porirua (Inside Government NZ, Sept 2026) news · 2026
  3. Health NZ leads nationwide pushback against meth with 'F. Meth' via VML Wellington, AWE (B&T, 24 Sept 2026) news · 2026

Research notes

Drafted by Claude (Claude Code) on 2026-10-28 for #130 from the Health NZ page, Inside Government NZ and B&T listed; unreviewed, including the cardSummary. AWE is described as a Māori-owned, led and operated creative agency; its role is recorded as 'multicultural' as the nearest credit role, and the split of work among VML Wellington, AWE, All Is For All and The Bakery ('co-creators') is not stated. 'tv' stands for video on demand; no broadcast TV confirmed. The campaign videos were not found on YouTube by search on 2026-10-28; add them as executions when located. Six-month first flight, so it may end around March 2027. Check the $1.584 million, $30.6 million and 2.5 million figures before reuse; B&T quotes the agency claim that one in two New Zealanders have had meth affect them or someone they know (unverified).

Record cases/nz-f-meth.json, updated 2026-10-28· Link to this campaign