F. Meth, the new national prevention campaign, has officially launched today as part of the Government’s bold and comprehensive action plan to combat methamphetamine harm in New Zealand, Mental Health Minister Matt Doocey says.

“Drugs destroy lives. Meth causes enormous harm to individuals, families and communities, and we know we need to do more to reduce demand by stopping people from starting in the first place,” Mr Doocey says.

“We are focused on disrupting international supply, sharpening enforcement and reducing demand.

“That’s why late last year, we announced a $30.6 million health-led package that is being rolled out as part of the action plan to expand prevention, early intervention, treatment and recovery support in communities experiencing some of the greatest harm.

“Additionally, $1.584 million is being funded over six months from the Proceeds of Crime Fund to roll out F. Meth across the media. Importantly, the campaign will be evaluated before it is further rolled out to make sure it is getting cut-through and making the difference it is intended to

“The campaign will run nationally across social media, online video, digital screens, posters, radio, digital audio, and community channels, with an expected reach of more than 2.5 million New Zealanders.

“A 2026 survey showed that over one-third of respondents personally know someone who has used meth. This tells us meth is present across different communities and there is a real need to reach people before drug use becomes a serious problem.

“Evidence shows well-targeted campaigns can reach people most at risk and raise awareness. A methamphetamine campaign in Los Angeles County demonstrated this, reaching nearly 70 per cent of high-risk areas, with 84 per cent of people reporting they were aware of the campaign. It’s said it was associated with greater recall of key facts, more conversations about meth harm and more people seeking help.

“F. Meth is direct about the harm meth causes. It is designed to build confidence, strength and help people to refuse meth.

“We have drawn on community and lived-experience feedback to really understand what would resonate with New Zealanders. The messages are designed to reflect the real situations and social pressures people, particularly young people, can face.

“It is right that it is being launched at Porirua ROCC, as they are a good example of what can be achieved. The campaign has been tailored to the Porirua context, demonstrating how the national campaign can be adjusted to amplify and support local prevention efforts.

“The ‘F’ is a play on words and will have a range of meanings to different people and communities, including face meth, fight meth, forget meth or be free from meth harm.

“This campaign is not the whole response to meth harm. It is one prevention tool within a much wider health response. This includes new and expanded services rolling out in communities hardest hit by meth, such as the expansion of Tūturu, a school-based prevention programme helping young people understand the risks of drugs.

“We are also supporting people to access the right help through Pou Whānau Navigators, who provide support to help people navigate the health and addiction system and connect them with treatment and other community support.

“Additionally, we are growing the frontline workforce, expanding peer and family support, screening and early intervention, and drug prevention programmes.”