VIC Responsible Gambling Foundation targets families in new film via McCann Melbourne

In their pursuit of a state free from gambling-related harm, the Victorian Responsible Gambling Foundation and McCann Melbourne have targeted their new public health campaign towards friends and family of problem gamblers.

The Foundation estimates that 300,000 Victorians are affected by someone’s gambling, with one person’s gambling problem affecting between 5 and 10 others, including partners, children, friends and colleagues. The campaign taps into the feelings of isolation, confusion, blame and other issues that family and friends face with someone else’s problem.

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Says Serge Sardo, CEO, VRGF: “Our new campaign is quite different to previous campaigns in that it’s focusing on ensuring family members and friends know help is available to them regardless of whether the gambler is getting help.

“Preventing harm from problem gamblers is not just about focusing on the gambler, it’s about reducing the downstream impacts and providing these people with the support, advice and counseling they need.”

Says Pat Baron, ECD, McCann: “The language in the campaign is, for the most part, taken from the people we spoke to during the initial research phase. The challenges these people face are very real, and we hope that the campaign can connect people to the right help.”

The integrated campaign launches today with digital, film and in-venue advertising running until the end of May.

Agency: McCann Melbourne