F.Meth launches a fight against methamphetamine use in New Zealand, by building people’s confidence and resolve to refuse it, and push back against meth in their communities.

The campaign was co-created by VML Wellington; Māori owned, led and operated creative agency, AWE; consultancy and specialist creative agency, All is For All, and brand and design agency, The Bakery. The creative harnesses energy to push back and take a stand. It also helps individuals, families and communities to talk about meth harm, and support each other in a new way.

Methamphetamine harm is a serious concern in NZ, with wastewater testing indicating a significant increase in availability over the past three years, reinforcing the need for prevention, early support and community-led responses.

VML Wellington creative director, Mark Dalton, stated, “Community partners showed us there is a surge of pushback already happening. The F is our resistance. Our word. Our attitude. It stands for Facing up to meth and for Fighting it wherever it causes harm, to our communities, the people we love, or ourselves.”

The campaign was launched at Te Rūnanga o Toa Rangatira in Porirua, alongside Porirua Resilience to Organised Crime in Communities (ROCC), community organisations, providers, partner agencies, and people with lived experience. It was built after in-depth community engagement was undertaken across the motu, with people who have lived experience of both meth harm and resistance.

Caitlin Scott, Health NZ’s general manager, social marketing, stated, “There is great work happening already, including Te Ara Oranga in Northland, Porirua ROCC and NZ P-Pull, and Te Hiku Hauora’s Don’t Meth With My Moko campaign.”

Dalton added, “Resisting meth shows up very differently for each of us. One in two New Zealanders have had meth affect them, or someone they know, and those contexts differ immensely. F. Meth is a thread that links those moments and communities together with one very clear point of view. Right now, we’re focused on changing the conversation about meth – where it shows up, who it affects, and how we face up to it more collectively.”

Nicky Birch, AWE director, commented, “Our collaborative approach ensured the campaign had integrity in building, amplifying and supporting the great work communities are already leading. Their insights, experiences, and honesty shaped F Meth into a platform grounded in resistance that could speak to the many people across Aotearoa exposed to meth.”

Director, Ray Edwards, added, “It was important to show that meth affects people from all walks of life, from lawyers to new dads, and everyone in between.”

Health New Zealand is encouraging community organisations, iwi, sports clubs, workplaces and service providers to use and adapt campaign resources.

Caitlin Scott continued, “The campaign itself is not the solution to meth harm. The strength is in people, whānau and communities. F. Meth is another tool they can use to strengthen resistance and keep the conversation going.”