This research was undertaken in order to evaluate the Kiwi Lives III campaign, which is part of a national social marketing programme to minimise gambling harm. The HPA will use the findings to understand the impact of the campaign and to direct its future strategic development.
The campaign was developed over a number of years with various stages. Stage 3 of the campaign was developed in 2011 and aired again in early 2013. It is aimed at those groups of people who are at higher risk of developing gambling problems, as well as at the people in their lives who have the opportunity to intervene before gambling becomes harmful.