In recent interviews, King has openly released information surrounding his several-year addiction to the drug cocaine. He claims to have purchased a travel agency to assure himself of access to the drug: "If it ever came to it I could always jump on a plane and put myself up in a hotel for a few days". In 2009, King started a
Radio Live programme airing on Sunday evenings entitled
The Nutters Club. On the programme, King works with mental health professionals David Codyre and Malcolm Falconer, and invites listeners to phone in with comments and to share stories or issues which might be troubling them. In 2013,
The Nutters Club moved to
Newstalk ZB. In 2012, King founded the Key to Life Charitable Trust. as well as a Gumboot Friday which raised money to help youth to access counselling. In the
2019 Queen's Birthday Honours, King was appointed an
Officer of the New Zealand Order of Merit (ONZM), for services to mental health awareness and suicide prevention. In June 2021, he returned the medal to the government in protest of a lack of progress improving the mental health system, a move he had foreshadowed a month prior. His resignation was accepted by the Queen, who directed that King's appointment as an Officer of the New Zealand Order of Merit be cancelled and annulled. In May 2024, Deputy Prime Minister
Winston Peters and Mental Health Minister
Matt Doocey confirmed that the
National-led coalition government would invest NZ$24 million in I Am Hope's Gumboot Friday programme providing counselling to young people. In late October 2024, King attracted controversy after making remarks questioning the link between alcohol and suicide during an interview with
Newstalk ZB radio station on 30 October. He said that "alcohol is not a problem for people with mental health issues. It's actually the solution to our problem, until you come up with a better solution. I would suggest to you that alcohol has prevented more young people from taking their own lives than it actually takes their own lives." King added that alcohol had helped with his mental health issues until he received counselling. King's remarks were criticised as "really unhelpful" and dangerous to people with mental health issues by the
Mental Health Foundation while the
Labour Party called upon the New Zealand Government to cut funding to his Gumboot Friday programme. Mental Health Minister Doocey expressed disagreement with King's remarks while
Green Party MP
Tamatha Paul said that public figures needed to use their words wisely when talking about the impact of alcohol. By contrast,
ACT leader
David Seymour minimised the impact of King's remarks, saying he was more worried about the "speech police" capitalising on King's remarks. ==Pork marketing==