Integrated campaign for the Victorian Responsible Gambling Foundation
McCann has created an integrated campaign for the Victorian Responsible Gambling Foundation that aims to help people with a gambling problem overcome their issues.
No ordinary awareness campaign, McCann, together with the Foundation and addiction counselling service Turning Point, have created a new online support service called the 100 Day Challenge.
The Challenge is designed to help people with gambling problems “fight for the real you” and take control of their gambling, to achieve their goals and get their lives back on track with the help of support and counselling.
The campaign is fronted by four Victorians who have problem gambling histories, including former AFL footballer Daniel Ward.
The centerpiece of the campaign is the online support service found at www.fightforyou.com.au, with campaign creative being sourced from fixed cameras the participants are using to tell their stories in video diary form, to capture the real experiences when trying to stop or reduce their gambling.
A 45-second TVC, radio, press, print, cinema advertising, digital banners and in-venue posters will further promote the 100 Day Challenge.
McCann Executive Creative Director John Mescall said: “This is a really important campaign for a lot of reasons. People struggling to fight their gambling problems need to know they’re not alone, but more than that they need to know that there are effective support mechanisms to help them every step of the way. This campaign is quite unique in that it not only informs, it also provides very real support through the online tools we’ve created.”
Foundation Chief Executive Officer Serge Sardo said: “Problem gambling issues can happen to anyone at anytime and one of the major reasons people don’t seek help earlier is due to the stigma around problem gambling.”
Victorian Premier The Honourable Dennis Napthine and Minister for Gaming Regulation The Honourable Andrew McIntosh launched the campaign in Melbourne today.
The Victorian Responsible Gambling Foundation appointed McCann following a competitive pitch in January this year.
There are an estimated 30,000 people who experience problem gambling prolems in Victoria, and another 100,000 people at moderate risk of developing a gambling problem. (Source: Victorian Gambling Study 2009)
Executive Creative Director: John Mescall
Creative Director: Pat Baron
Creative Team: Matt Stoddart & Natasha Wood
Designers: Scott Hall, Dave Budd & Melody Yeung
Group Account Director: Adrian Mills
Account Director: Megan Jones
Account Executive: Will Hollosy
Planning Director: Karl Bates
Planner: Alex Concannon
Creative Technologist: Ash Pegram
Digital Producer: Pauline McMillan
Developer: Suvi Thammasarn
Broadcast Producer: Mark Bradley
Film Production: Airbag Productions
Director: Aaron Wilson
Executive Producer: Victoria Conners-Bell
Producer: Jillian Howe
Victorian Responsible Gambling Foundation
CEO: Serge Sardo
Manager, Community Education & Prevention: Simone Martin