A bold campaign is launching across New Zealand’s major cities this week, aiming to empower Asian communities to break the silence surrounding gambling harm. The initiative, titled They Bet on You Staying Silent, addresses not just the stigma that Asian New Zealanders confront, but the expectation of silence imposed on them, sometimes by wider society, that prevents them from seeking help.
Their silence also gives an advantage to the gambling industry, giving them a healthy return on the millions spent to solicit the interest of New Zealanders.
They Bet on You Staying Silent features a series of impactful, multilingual black-and-white posters that will be highly visible on streets and at bus stops throughout Auckland, Christchurch, and Wellington. The campaign also includes a robust social media rollout, utilising both English-language platforms and Asian media channels, beginning in October.
“This campaign is about giving a voice to the Asian community and encouraging anyone affected by gambling harm to seek help,” said Kelly Feng, Chief Executive of Asian Family Services.
According to the Ministry of Health, gambling harm is a significant social, economic, and health issue. About one in five people in New Zealand will experience harm in their lifetime due to their own or someone else’s gambling. The Asian community is one of the vulnerable groups disproportionately affected by harmful gambling.
Stigma remains the greatest barrier preventing people from seeking support, according to Feng. “Our research consistently shows that both public stigma and self-stigma deter people from reaching out for help, even after experiencing financial hardship, strained family relationships, or declining mental health as a result of gambling harm. By raising awareness, we aim to break down these barriers and foster timely access to support.
“This campaign is grounded in research and informed by the voices and lived experiences of the Asian community,” Feng added. “We are committed to an evidence-based approach that puts Asian perspectives at its core.”
In addition to stigma, the campaign encourages the Asian community to put aside any expectations of being a ‘model minority’ and know that it is acceptable to seek help.
Feng emphasised, “Our message is clear: break the silence – no one should have to struggle alone or in silence.”
If you or someone you know is affected by gambling harm, please contact Asian Family Services 0800 862 342 or visit asianfamilyservices.nz for free, confidential, and professional support.
About the campaign
Asian Family Services (AFS) is partnering with Health New Zealand | Te Whatu Ora, through its Health Promotion Directorate, to deliver a public health initiative aimed at de-stigmatising gambling harm within Asian communities in Aotearoa.
This initiative aligns with the Strategy to Prevent and Minimise Gambling Harm 2022/23–2024/25, and builds on previous research and community engagement. The mission is to minimise gambling harm, through reducing stigma and enhancing awareness in the Asian community.
The creative is a collaboration between Asian Family Services and the Media Lab.
About Asian Family Services
Asian Family Services (AFS) has served as New Zealand’s sole national provider of gambling harm minimisation services for Asian communities since 1998. AFS is now a prominent national organisation offering comprehensive mental health, addiction, and social services, complemented by research initiatives.
Our gambling harm minimisation service portfolio includes public health prevention, clinical intervention, peer support, cultural support and Multi Venue Exclusion support under contract with Te Whatu Ora Health NZ.
We operate a national Asian Helpline available in eight languages (English, Mandarin, Cantonese, Hindi, Korean, Vietnamese, Thai, and Japanese), Monday to Friday, from 9 am to 8 pm. Annually, over 2,100 individuals affected by gambling harm access direct clinical and intervention support, receiving culturally appropriate, in-language care tailored to their specific needs. AFS’ Public Health team engages with over 10,000 community members annually.
In addition, AFS has been leading Asian-focused gambling harm research since 2018.
Over the past seven years, AFS has built a wealth of evidence-based insights into gambling harm and mental wellbeing within Asian communities. To find our research:
https://www.asianfamilyservices.nz/resources/resource-categories/afs-research/
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