“Amohia Te Waiora,” which translates to “uphold our wellness,” is a strengths-based call to action rooted in te reo Māori. It frames the choice to reduce or forgo alcohol not as a sacrifice, but as a way to affirm individual and collective wellbeing. The phrase “We’re stronger without alcohol” invites reflection on personal and communal resilience, presenting sobriety as an empowering, positive direction rather than a loss.

The campaign moves beyond traditional harm messaging by focusing on wellness rather than just risk avoidance. Framing the message in terms of strength helps shift the conversation away from blame or fear. Instead, it encourages taking control, caring for whānau, and reinforcing community wellbeing. This creates a more uplifting and motivational space for reflection and change.

Alcohol.org.nz backs this concept with practical tools, including downloadable campaign assets like logos and audio files, along with other supporting material to help local health promoters or community leaders use the message in their outreach. This means “stronger without alcohol” isn’t just a slogan, but a framework that can be woven into events, conversations, presentations, or everyday reminders.

This approach reflects a broader shift in alcohol-harm messaging, moving from a focus on danger to centering on wellbeing. In Aotearoa, combining Māori language and cultural values with public health communications helps reinforce identity, belonging, and positive self-determination. It’s a strategy that speaks not only to individuals, but to communities, weaving cultural resonance into lasting behaviour change.

Find more from https://www.alcohol.org.nz/ (New Zealand, 2023)