| Title | 100 DAY CHALLENGE |
| Brand | VICTORIAN PROBLEM GAMBLING FOUNDATION |
| Product / Service | PROBLEM GAMBLING |
| Category | C03. Branded Utility/Tools (for Digital) |
| Entrant | McCANN MELBOURNE, AUSTRALIA |
| Entrant Company | McCANN MELBOURNE, AUSTRALIA |
| Advertising Agency | McCANN MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Jillian Howe | Airbag Productions | Producer |
| Victoria Conners-Bell | Airbag Productions | Executive Producer |
| Aaron Wilson | Airbag Productions | Director |
| Mark Bradley | Mccann Melbourne | Broadcast Producer |
| Suvi Thammasarn | Mccann Melbourne | Developer |
| Pauline Mcmillan | Mccann Melbourne | Digital Producer |
| Ash Pegram | Mccann Melbourne | Creative Technologist |
| Alex Concannon | Mccann Melbourne | Planner |
| Karl Bates | Mccann Melbourne | Planning Director |
| Will Hollosy | Mccann Melbourne | Account Executive |
| Megan Jones | Mccann Melbourne | Account Director |
| Adrian Mills | Mccann Melbourne | Group Account Director |
| Scott Hall/Dave Budd/Melody Yeung | Mccann Melbourne | Designers |
| Matt Stoddart/Natasha Wood | Mccann Melbourne | Creative Team |
| Pat Baron | Mccann Melbourne | Creative Director |
| John Mescall | Mccann Melbourne | Executive Creative Director |
Problem: Australia has a gambling problem. Access to gambling is on the increase, but access to gambling addiction treatment isn't. Solution: Rather than create an awareness campaign we created a social media treatment program called the 100 Day Challenge. The program was designed to help gamblers change their lives over 100 days. Participants became a part of an online community support group, who provided inspiration. They could also recruit supporters and access one-on-one counseling. Results: 16% of all problem gamblers have taken part. Awareness is at 56% amongst the target market. 25% of problem gamblers shared the campaign socially.