‘Low engagement and early drop-off’

a $100,000 phase one for a small scale “test and learn” campaign to “establish a presence quickly, raise awareness of harm, test core messaging and build audience insights”;a “stop before you start” phase two from May 2026-June 2027, costing $1.68 million;a $2.48m phase three, from 2027 to 2029, involving a comprehensive multi-channel campaign delivered through a specialist creative agency.

5883 visits to the campaign’s online landing page; 598 engaged sessions (people with an active interaction with the page); an average time on the site of four seconds; four clicks to call an alcohol and drug helpline; 59 clicks to The Level, the NZ Drug Foundation’s online harm reduction platform.

Lower prices and a coping mechanism

‘Making good progress’ – Costello

Casey Costello (second right) flanked by fellow Government ministers Nicole McKee (from left), Paul Goldsmith and Matt Doocey during an announcement of the Government's plan to combat methamphetamine harm in New Zealand. Photo / Sylvie Whinray Casey Costello (second right) flanked by fellow Government ministers Nicole McKee (from left), Paul Goldsmith and Matt Doocey during an announcement of the Government’s plan to combat methamphetamine harm in New Zealand. Photo / Sylvie Whinray