The Brief

Australia has a gambling problem. Problem gambling ruins thousands of lives every year, with the social cost to the greater community estimated around $4.7 billion. As both advertising and technology have made access to gambling increasingly easier, access to treatment is anything but. Unfortunately access to treatment isn’t only difficult to find but often isn’t sought after from those that need it most. In fact, in Victoria, until this campaign launched, less than 10% of problem gamblers sought help.

Creative Execution

“It’s the very thing that gambling promises, that it takes away from you” – Anna, 100 Day Ambassador Although we were advertising the treatment program, the creative strategy revolved around the people and their constant fight during the 100 days to become the people they wanted to be or used to be. People with gambling problems often have trouble with relationships, their physical and mental health and their confidence. In many ways, they become unrecognisable to themselves. Our promotional strategy was to show first hand the challenge ahead of problem gamblers and also the opportunities. The campaign was very real. With real people and real results.

Describe the creative solution to the brief/objective.

We knew that the best way of reaching people was to actually offer them help, so we didn’t just create an advertising campaign. We created a new form of problem gambling treatment - Social Media Rehab. Working with the Foundation and psychologists, we created an online treatment program – The 100 Day Challenge - that allowed gamblers to register and complete a program of gambling abstinence or reduction while they were provided with online assistance, support, advice, encouragement and access to counseling.

Results

An astonishing success, in the first 100 days of the campaign, • 16% of Victoria’s problem gamblers are currently registered in the program. • 56% of problem gamblers became aware of the program. • 25% of problem gamblers shared the program socially. • PR coverage hit many millions of impressions with coverage in over 50 media outlets across the country. Gratifyingly, our four brave ambassadors came out of the program in great shape with three managing to complete the 100 days and the other, taking huge steps forward.