The audience for this campaign is:
- Māori and Pasifika communities
- Lower SES communities that are disproportionately affected by alcohol harm
- Māori and Pasifika stakeholders and community leaders
Minimising alcohol related harm is an important step towards growing a health and equitable society in Aotearoa. Raising awareness of the impact that alcohol has on all sectors and across communities is an important place to start in this journey towards change.
The harms of alcohol go beyond just individual, and impact many facets of our society and culture. Harm minimisation efforts need to address the wider role, place, cultural relevance and history at all levels to be affective.
Our new strategic platform approach towards reducing alcohol harm is Amohia Te Waiora – We’re stronger without alcohol. This is a strengths-based message which means to ‘uphold our wellness’. It is a message of mana motuhake (self determination), to raise up and make our wellbeing a priority.
In line with our Te Tiriti dynamic approach, we have developed an alcohol harm minimisation direction that is mana enhancing, strengths-based, community owned, and trusted.
Our aim for the future is to support communities who are already challenging the role of alcohol in their lives, culture, and future. Amohia te Waiora offers a unifying call for change that can be owned, championed, and raised by communities to reduce harm