100 DAY CHALLENGE

Title100 DAY CHALLENGE
ClientVICTORIAN PROBLEM GAMBLING FOUNDATION
Product / ServicePROBLEM GAMBLING
EntrantMcCANN MELBOURNE, AUSTRALIA
Entrant Company McCANN MELBOURNE, AUSTRALIA
Advertising Agency McCANN MELBOURNE, AUSTRALIA

The Campaign

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. 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.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We built our own social network treatment website where gamblers could set their personal goals, check in, recruit supporters, and record their experiences on a private online video diary. Registered users also received support from the broader community that grew around the challenge with regular encouragement. We monitored their progress daily. If they were feeling low, a supporter was prompted to make contact. If they needed help immediately, they would receive a direct phone call from our helpline. To promote the 100 day challenge, we put four real problem gamblers through the program. Every day they created a video diary tracking their thoughts and feeling and this became content for television, radio, online and outdoor. We also created press advertising across the major publications where gambling advertising was prevalent and posters in venues that had gambling facilities to ensure we reached as many problem gamblers as possible.

Credits

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
Melody Yeung Mccann Melbourne Designer
Dave Budd Mccann Melbourne Designer
Scott Hall Mccann Melbourne Designer
Natasha Wood Mccann Melbourne Creative
Matt Stoddart Mccann Melbourne Creative
Pat Baron Mccann Melbourne Creative Director
John Mescall Mccann Melbourne Executive Creative Director