VIC Responsible Gambling Foundation’s 100 day challenge reaches halfway mark and launches second phase of its campaign via McCann

McCann has launched the second phase of its integrated campaign for the Victorian Responsible Gambling Foundation, with over 1,000 participants registered to the program.

More than an ordinary awareness campaign, the 100 Day Challenge is an online support service found at www.fightforyou.com.au, designed to help people with gambling problems take control of their gambling and get their lives back on track with the help of support and counselling.

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The campaign was launched in March and features four Victorians who have problems with gambling. Their online video diaries offer an insight into their gambling issues and provide inspiration for others to join the challenge.

The second phase of the campaign includes new TVCs charting the progress of two of the four original participants. By using real people, the campaign is combating the stigma associated with problem gambling and showing that anyone can develop a gambling problem.

So far there are over 1,000 participants and over 60,000 unique visitors to the website.

Says John Mescall, McCann ECD: “This campaign is quite unique in that it not only informs, it also provides very real support through the online tools we’ve create. It’s rewarding to see that people are not just signing up and using the online self-help tools, they are also seeking professional help in the form of counseling beyond the website. It is making a real difference to people’s lives.”

Comments on the Fight For You website include:

“Such an honest account of your addiction. Sadly I understand every word of it only too well. I went to the pokies last night… it was to be for an hour. This lasted 6 hours and a lot of money I couldn’t afford. I could not function at work today because of it. Keep going Anna, as I think you have the strength to overcome this. This is really hard work but we have to keep trying or we will not have a life.” Sandra

“Matt, I feel like we would be mates. We’ve had the same life, save for a few twists and turns. I’m following your lead now and looking forward to shutting these issues down for good.” Steve

“I understand all you are saying. It’s crazy the mess you can get yourself in or the life you’ve been living when you take a step back and reflect. I just joined this today and it is honestly empowering to see people like you fighting your way out. If your message helps other people then at least some positives will come from your previous addiction. Keep up the good work, I’m right behind you like everyone else on this site.” JB

The Victorian Responsible Gambling Foundation appointed McCann following a competitive pitch in January this year.

There are an estimated 30,000 people who experience problems with gambling in Victoria, with a further 100,000 people at risk of developing a gambling problem. (Source: Victorian Gambling Study 2009)

Executive Creative Director: John Mescall

Campaigns Advisor: Nicholas Carrington