McCann Melbourne’s problem gambling ‘Fight for You’ campaign has “delighted” the client, who plans to turn it into a permanent service.
The work for the Victorian Responsible Gambling Foundation sees four gamblers share their struggles in a video dairy for 100 days, with the entries turned into television (below), radio, and online ads.
More than 1,700 gamblers have registered for the online treatment program since the campaign launch by McCann, which was also behind the darling of the 2013 Cannes Lions, Metro’s ‘Dumb Ways to Die’.
Post campaign testing revealed that 32% of surveyed gamblers would consider the program, 25% had referred the campaign to a friend and 16% had taken up the challenge.
Serge Sardo, chief executive of The Foundation, said: “I’m delighted with the success of the campaign and online service which will remain as a permanent service after the cameras stop rolling.”
Final campaign elements will show two of the participants’ entire challenge from day 1 to 100, where they address the complexity of problem gambling (below).
Pat Baron, creative director McCann, said: “We don’t simply want to create advertising for our clients, we want to create assets that have utility beyond a 30-second spot.”
“Recently we’ve created effective platforms for Metro, V/Line and the Federal Government and in this instance, we’ve worked with The Foundation to create a new online support service that will help people with this kind of addiction for years to come.
“It’s something we’re very proud of.”
Credits: client Victorian Responsible Gambling Foundation, agency McCann Melbourne, executive creative director John Mescall, CD 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 Will 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