Gambling might be a problem, but asking for help isn't a weakness.
The Responsible Gambling Fund is aiming to tackle to the social stigma, and anxiety and depression problem gamblers often face, in a campaign created by Loud.
Only between 8% and 17% of problem gamblers in NSW seek help, according to the organisation, and it wants to change the perception that asking for help is a weakness to something courageous.
In the radio and video spots, the problem gambler draws strength from his past experiences overcoming adversity, and reaches out for help.
The line “You’re stronger than you think” aims to give a positive tone to the campaign.
The campaign will be shown as video pre-rolls and online rich media banners. The spot will also run acorss ATMs in pubs and clubs, radio partnerships and online display banners.
Credits:
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
