Victorian Responsible Gambling Foundation launches challenge + campaign with real people including ex-AFL’s Daniel Ward via McCann

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Problem Gambling Daniel.jpgMcCann 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.

Problem Gambling Aleks.jpgThe centerpiece of the campaign is the online support service found at 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.

 

Says John Mescall, McCann executive creative director: “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 Problem Gambling Anna.jpgthat 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.”

Says Serge Sardo, Foundation chief executive officer: “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 Dennis Napthine and minister for gaming regulation, Andrew McIntosh launched the campaign in Melbourne today.

 

The Victorian Responsible Problem Gambling Matt.jpgGambling 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: Problem Gambling WEBSITE.jpgWill 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

Campaign Advisor: Nicholas Carrington