LOUD, in conjunction with the NSW Government’s Responsible Gambling Fund, has launched the second phase of a major advertising campaign to encourage problem gamblers to access free and confidential counselling services offered by the Gambling Help network.
The ‘You’re Stronger Than You Think’ campaign takes a positive and motivational approach reminding people that they have recovered from setbacks in the past and have the inner strength and past experience to do so again.
The $1.5 million first phase of the campaign, which featured an online video and radio advertisements, ran in 2014/15 and focused on encouraging problem gamblers to overcome the stigma of help-seeking because they are ‘stronger than they think’.
The successful campaign resulted in a 270 per cent increase in the take-up of Gambling Help’s range of self-help options. There was a 15 per cent growth in calls to the helpline (1800 858 858), a 19 per cent increase in online counselling sessions, and a 27 per cent increase in face-to-face counselling sessions.
Now a $2.4 million second phase of the campaign will run from April to November 2016 including television and radio advertisements, poster promotions in licensed venues, and online and social media.
Phase 2 of the campaign was officially launched in conjunction with an invitation only screening last week of the Australian feature film Broke featuring cast and crew and guests.
The advertising campaign also features Strength in Numbers, a short film highlighting messages of encouragement and hope from real people affected by another person’s gambling problems.
Deputy Premier Troy Grant said, “The You’re Stronger Than You Think advertising campaign promotes courage, strength and respect to motivate people experiencing gambling problems to seek help as early as possible from the free and confidential Gambling Help services supported by the NSW Government’s Responsible Gambling Fund.”
“Problem gambling is a sensitive topic and getting the tone right can make or break a campaign,” said Liquor and Gaming senior communications officer Jenny Crocker.
“We were lucky to work with LOUD, who took the time to really understand the issue and had the originality and creative skills to effectively reach those affected. The results speak for themselves. We couldn’t be happier.”
Steven Thomson, executive creative director at LOUD added, “It’s a pleasure to be part of a campaign with such an empowering message that’s already helped so many Australians. A great deal of credit has to go to both Gregor Jordan for his vision and Powderfinger for their generous and very fitting contribution.”
Executive Creative Director: Steven Thomson
Art Director: Paul Bennell
Writer: Steven Thomson
Head of Planning and Innovation: Gerry Cyron
Group Account Director: Gemma Tugby
Agency Producer: Steve Dube
TV Producer: Ian Forde
TVC Director: Gregor Jordan (Finch)
TVC Production: Emma Thompson (Finch)
Media: Universal McCann
Strength in Numbers
Production Company: Invisible Artists
Director: Sebastien Guy
Producer: Emma Brunton
DOP: Mike Perry