Brand Tone

Supportive and Empathetic, Informative and Educational, Non-judgmental and Confidential, Hopeful and Encouraging, Culturally Sensitive

Brand Values

• •Well-being
• •Accessibility
• •Confidentiality
• •Support
• •Empowerment
• •Community Health
• •Advocacy

Best Practices

• •Empathy First: Always approach the topic with understanding and compassion. Use language that validates feelings and avoids blame.
• •Use Clear, Accessible Language: Avoid jargon or overly clinical terms. The information should be easy for everyone to understand, regardless of their background or current state of mind.
• •Maintain a Hopeful and Empowering Perspective: While acknowledging the seriousness of gambling harm, focus on the possibility of recovery and positive change. Highlight strength and resilience.
• •Ensure Cultural Sensitivity: Be mindful of the diverse audiences you are reaching, particularly given the partnership with Asian Family Services. Offer resources in multiple languages if possible and acknowledge cultural nuances.
• •Reinforce Confidentiality and Trust: Consistently reassure users that their privacy is protected and that seeking help is a safe and confidential process. This builds trust and encourages engagement.

Social Perception

The umbrella organizations (Problem Gambling Foundation and Asian Family Services) are perceived as crucial support systems for individuals and communities impacted by gambling and related mental health issues. They are seen as providers of essential, free, and confidential services. There is an acknowledged need for their services, particularly for culturally specific support for Asian communities. The broader 'quality of life' concept in New Zealand is taken seriously, with governmental and community efforts to measure and improve it, though this is separate from the specific gambling harm focus of qualitylife.org.nz.

Copy Examples

• •Headline: Feeling overwhelmed by gambling? You're not alone. We're here to help you find your path to a better quality of life. Confidential support starts here. Body: Taking the first step is the bravest. At Quality Life, we offer free, non-judgmental support and resources for anyone affected by gambling harm. Explore our tools or connect with a caring professional today.
• •Headline: Worried about someone's gambling? Support them and yourself. Body: It’s tough watching someone you care about struggle with gambling. We provide information and guidance for families and friends, helping you understand the problem and find ways to support your loved one while looking after your own well-being.
• •Headline: It's time for a positive change. Reclaim your well-being. Body: Gambling harm can affect every aspect of your life. Quality Life, in partnership with the Problem Gambling Foundation and Asian Family Services, offers culturally sensitive support to help you make lasting positive changes. Your journey to a healthier life can begin now.
• •Headline: Your well-being is our priority. Free, confidential help for gambling concerns. Body: Don't let gambling control your life. Our services are free, confidential, and available to everyone in New Zealand. We provide a safe space to talk and resources to help you move forward.
• •Headline: Understanding gambling harm. Information and support at your fingertips. Body: Knowledge is power. Learn about the signs of gambling harm, how it can impact individuals and families, and discover the accessible support options available through Quality Life. We're committed to helping you build a life free from gambling harm.