Title | 100 DAY CHALLENGE |
Brand | VICTORIAN PROBLEM GAMBLING FOUNDATION |
Product / Service | PROBLEM GAMBLING |
Category | B05. Public Service, Charity & Fund Raising |
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 |
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 |
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.
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.
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 and then promoted the program through paid, owned and earned media.