‘F Meth’: Weekly consumption drops as new awareness campaign launches
New wastewater data shows weekly meth consumption falling more sharply and over a longer period since it spiked in mid-2024.
Minister for Mental Health Matt Doocey is describing this as “bending the curve on meth use”, as he launched the “F Meth” awareness and prevention campaign yesterday.
Meth use skyrocketed in mid-2024 and remained elevated. Consumption in the first quarter of 2026 was 15% higher than it was in 2025, according to wastewater testing results, before increasing in April to a record-high 39.6kg a week.
This equates to almost two million doses and an estimated weekly social cost of $40 million. The rise in consumption has followed a fall in price, as existing users appear to be using more.
But weekly consumption dropped steeply in May and June, and continued falling in July to 26.1kg.
This was 23% below the 12-month average, 34% lower than the April high, and the lowest level recorded since June 2025.
It’s also notable as it bucked the trend of monthly increases every July in recent years.
The Government will be hoping the new campaign will help continue this downward trend. At the launch, in Porirua, Doocey suggested several options for the “F” in “F Meth”, aside from the obvious.
“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.”
It aims to appeal to those who are around the illicit drug and may be tempted to start using it.
“A 2026 survey showed that over one-third of respondents personally know someone who has used meth,” Doocey said.
“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.”
The six-month $1.6 million campaign, funded from the Proceeds of Crime Fund, hopes to reach 2.5 million New Zealanders aged 18 to 59. It will be evaluated before it is rolled out further.
This is to avoid the fate of phase one, which fell flat. The average viewing time of its social media video, titled “How meth addiction works”, was two seconds.
“The campaign is not generating the levels of attention or interaction typically associated with health behaviour change campaigns,” a February aide-memoire from the Justice Ministry said.
“Low engagement and early drop-off suggest most did not find the phase one content relevant.”
Phase two includes three videos, which avoid the confrontational content that appeared to turn off many viewers in phase one.
One of the campaign videos launched today is the story of meth’s impact on Tee and Flo.
“Meth was my best friend. Meth was my secret lover,” community advocate Tee Tanielu says in the video.
“To have the people you trust, the people you love, lose trust in you – it’s heartbreaking.
“If anyone had told me that that was the actual cost of a bag, I never would’ve paid it.”
The Government announced a multi-agency response to methamphetamine harm in November, including a three-phase national prevention campaign as part of a $30.6m health-led package.
This followed an expert group’s report that called organised crime New Zealand’s number one threat to national security.
A key aspect of the response is increased aerial surveillance of the Pacific Ocean; 14 tonnes of cocaine have been intercepted in the first half of this year.
Other aspects of the Government’s package include new and expanded services in communities hardest hit by meth, including the expansion of Tūturu, a school-based prevention programme helping young people understand the risks of drugs.
Derek Cheng is a senior journalist who started at the Herald in 2004. He has worked several stints in the press gallery team and is a former deputy political editor.