McCann creates Victorian problem gambling campaign

McCann creates Victorian problem gambling campaign

McCann, the agency behind Metro’s viral train safety video Dumb Ways to Die, is now tackling problem gambling with a new online support service.

The service, dubbed the 100 Day Challenge, was created for the Victorian Responsible Gambling Foundation and is fronted by four Victorians who have problem gambling histories.

Former AFL footballer Daniel Ward is one of those faces.

Campaign creative was generated by the four participants who used fixed cameras to tell their stories in a video diary form.

The campaigns first television ad (below) features the participants reporting to their video diaries on day 1 of their 100 day challenge.

In addition to the TVC, there is print, press, cinema, digital banners and in-venue posters with the centre point the campaign website,

John Mescall, executive creative director McCann, said: “This is a really important campaign for a lot of reasons. People struggling to fight their gambling problems need to know they’re not alone, but more than that they need to know that there are effective support mechanisms to help them every step of the way. This campaign is quite unique in that it not only informs, it also provides very real support through the online tools we’ve created.”

The Victorian Responsible Gambling Foundation appointed McCann following pitch in January.

Credits: client Victorian Responsible Gambling Foundation, agency McCann, ECD John Mescall, creative director 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.

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