Reflecting on culture to protect communities from harm

Nan's Song

Gambling causes harm in our communities. How do we support people who may be on an unsafe path but don’t realise it? We help them see the warning signs. Doing this well requires a direct message that’s also mana-enhancing. Nan’s Song is a campaign drawing on Māori and Pasifika culture but grounded in universal truths. Nan is the matriarch, a pillar of strength. Wise, warm and understanding, she is a character many of us will recognise. She represents connection to our tūpuna, and the mana we inherit from them. Her gift is a reminder to walk tall, knowing we‘re never alone and always supported.

Advertising (in various forms and across various channels) launched on Sunday 17 July 2022 and runs to the end of September 2022. A second flight of promotional activity is planned for the New Year.

The three campaign aims are to: prompt reflection, simplify education information and nudge intervention/support action.

Campaign channels


This primary audience for this campaign is recreational/low risk gamblers, aged 18 to 44 years, (specifically pokie players) with a focus on Māori and Pasifika.

The secondary audience is whānau/friends/affected others, because people often turn to whānau/friends before seeking professional help.

Help spread the word

To watch the video series visit

We will be updating our PMGH sector support page regularly, so keep checking the page to find out more about campaign resources you can use, or for more information email

Use the #WatchOutForTheWarningSigns hashtag on your social media platforms to see what others are doing.