Analysis of Māori Specific Alcohol and Other Drug Health Messaging in Aotearoa

Prepared by Carrie Clifford on behalf of Whare Tukutuku


Alcohol and Other Drug (AOD) addiction issues disproportionately and adversely impact Māori more than non-Māori. Māori have a lifetime prevalence of substance use disorders (26.5%) twice that of the total population (12.3%) and Māori are twice as likely as non-Māori to consume large amounts of alcohol. Māori are more likely to need alcohol and other AOD treatment services than any other ethnicity (National Committee for Addiction Treatment, 2012). Despite this, health messaging does not reflect this need. Effective health messaging for Māori is important to reflect the relationship between the Crown and Māori under Te Tiriti o Waitangi, and in particular to apply the principles of partnership, participation and protection, to achieve health equity for Māori. While Alcohol and Drug Use is a complex and complicated health issue, health messaging is one controllable factor, which can be addressed at a population level.