The Responsible Gambling Fund targets the problem gambler in new campaign via Loud

Screen Shot 2014-10-13 at 8.00.13 am.jpgProblem Gambling destroys thousands of lives in New South Wales each year but only between 8 and 17% of those affected seek help of any kind. Problem Gamblers suffer immense social stigma, with around half also suffering from anxiety and depression.
The Responsible Gambling Fund (RGF) appointed Loud to help break down the barriers of shame, denial and hopelessness and encourage those suffering to contact Gambling Help.

Gambling Collateral-Posters-FINAL copy.jpgThe campaign itself aims to reposition the action of seeking help, from a sign of weakness, to the courageous action that it in fact is.
In the radio and video spots, the Problem Gambler draws strength from his past experiences overcoming adversity, to finally make the decision to reach out for help. The line "You're stronger than you think" helps reinforce the positive tone of the campaign.

The campaign will be shown as video pre-rolls and online rich media banners. The spot will also be supported by ATMs in pubs and clubs, radio partnerships and online display banners.

Says Steven Thomson, ECD, Loud: "We're lucky to have had the opportunity to work with some iconic Australian NSWOLG0012_Website Tiles_1_V1 copy.jpgtalent in tackling an issue that affects many Australians. The vision of filmmaker Gregor Jordan accompanied by the music of Powderfinger helps drive home both a positive and empowering message."

Agency: Loud
Executive Creative Director: Steven Thomson
Art Director: Paul Bennell
Copywriters: Joe Van Trump & Steven Thomson
Photographer: Gerrard Needham
Account Director: Samuel MacDonnell
Account Manager: Kristy Leslie
Account Executive: Laura Tenison
Producers: Ian Forde (Broadcast), Lawrence Katsidis (Print)
Director: Gregor Jordan (Finch)
Production: Finch - Emma Thompson (Producer)
Media: Universal McCann


creative said:

Interesting promise, probably from a cracking insight.

Shit ad.

rocky said:

Your TAB spots were more uplifting Steven.

Creative director said:

Strong, simple, great performance and the best use of a track in ages.

jimmy said:

How does he draw strength from past experiences in that film??

Creative director said:

Strong, simple, great performance and the best use of a track in ages.

Blind Freddy said:

@jimmy he sees himself in the trophy cabinet as best and fairest. He sees himself with a job and a bunch of mates lauding him. He sees himself as a dad of 2 beautiful kids. All achievements in life for the avg working man methinks.

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