Born Bred Talent Tackles Gambling Behaviour Via Social Media Influencers

Born Bred Talent Tackles Gambling Behaviour Via Social Media Influencers
SHARE
THIS



Born Bred Talent teams up with the University of Technology Sydney and Studio Hackett to tackle problematic gambling behaviour via real-life stories from social media influencers

Launching its first animation on YouTube, “C’mon Australia, Don’t Let The Game Play Ya!,” Born Bred Talent, the University of Technology Sydney and Studio Hackett have come together to raise awareness about how deeply ingrained gambling is in Australian culture.

Voiced by social media influencers and brothers Dylan and Mitchell Orval, the animation takes a different approach to traditional responsible gambling messages and focuses on changing behaviour and attitudes to gambling while also shining a light on the complexity of the issue in the Australian context.

Born Bred Talent Founder and Director Clare Winterbourn hand-selected Dylan and Mitchell specifically for the project as they appeal to the target audience and have a personal story to share when it comes to the impact of gambling above your means.

“Dylan and Mitchell have a great connection with young males in Australia and they are approachable and relatable, so it was a no-brainer to have them involved in the project,” she said.

“Influencers can amplify an important message in a way that gets attention, and that is more impactful when the message is tied to a personal story and there is a genuine connection to the cause, which is the case for Dylan and Mitchell.”

On why he was attracted to the project, Dylan said it was personal and stems from his own struggles and experiences with a gambling addiction.

“Looking back, I know I turned to gambling to help manage financial pressures however, gambling actually put me in a worse position, both financially and mentally, and it started to impact my relationships.”

“I learned that you never actually win when you gamble, and when I realised how much money I could have saved, or put to better use to support my family, I knew I needed to use

my platform to encourage open conversations and spark a shift in gambling behaviour in Australia.”

“I wanted to be involved in the C’mon Australia initiative to share my story and encourage young people, and particularly young men, to talk about their gambling behaviour and talk to someone they trust before they get in over their heads.”

Writer and Director James Hackett said the partnership between Studio Hackett, Born Bred Talent and the University of Technology Sydney was an opportunity to spark a conversation about gambling and draw attention to this societal problem in Australia.

“Gambling is so entrenched in our national identity that we don’t even name it: the slaps (pokie machines), a flutter at the races and now gaming on a smartphone can also be gambling, so this initiative seeks to get people to call out their behaviour and pay attention to their attitude towards gambling,” he said.

Strategic and Visual Designer at the UTS Design Innovation Research Centre Lucy Klippan, said the initiative takes a different approach to responsible gambling messaging and empowers young people to recognise how they can be sucked into gambling addiction so they realise the signs and can take control of their decisions.

“In terms of campaigns, there’s little out there that speaks directly to young people about this problem and that doesn’t feel preachy, or that’s effective in changing mindsets and behaviour, so we created something with young people that was specifically designed for this audience.”

 

Please login with linkedin to comment

Born Bred Talent Gambling UTS

Latest News

Google And News Corp To Train 750 Regional Journalists With Digital News Academy
  • Technology

Google And News Corp To Train 750 Regional Journalists With Digital News Academy

Google and News Corp are creating more new jobs for regional journalists, launching the Digital News Academy. The academy will exist as a partnership between the two companies and offer digital skill development to 750 local and regional news professionals from a variety of outlets. According to Google and News Corp, the academy will focus […]

by B&T Magazine

B&T Magazine
Mindshare Melbourne Gobbles Up Jenny Craig’s $8Million Media
  • Media

Mindshare Melbourne Gobbles Up Jenny Craig’s $8Million Media

GroupM agency Mindshare has won the media account for Jenny Craig following a competitive pitch. The account was previously held by Cummins&Partners. The agency will handle Jenny Craig’s offline and TV media planning and buying. Mindshare’s analytics team and investment team will work hand in glove and draw on the GroupM Advanced Analytics Centre of […]

YouTube Serves Sky News With A One-Week Ban Following COVID-19 Coverage
  • Media
  • Technology

YouTube Serves Sky News With A One-Week Ban Following COVID-19 Coverage

Sky News has had its YouTube channel suspended for one week, following a review of the network’s COVID-19 coverage. The suspension means the Sky News YouTube channel – which currently has over 1.85 million subscribers – will be unable to upload any videos for seven days, however, pre-existing content that was posted before Thursday and […]

by B&T Magazine

B&T Magazine
Jodie Oddy Makes Return To Radio, Scoring Nova Show
  • Media

Jodie Oddy Makes Return To Radio, Scoring Nova Show

Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]

The Kyle & Jackie O Show Censored Anti-Vaxxer Pauline Hanson
  • Media

The Kyle & Jackie O Show Censored Anti-Vaxxer Pauline Hanson

Reigning radio king Kyle Sandilands, has called out his own show on KIIS 106.5 for censoring politician Pauline Hanson. ‘The Kyle & Jackie O show has been on a high since the announcement it won the latest ratings survey. However, things became tense on Friday when Hanson’s anti-vaccination comments were censored. The right-wing politician has been […]

Keith Urban To Front Next Cover Of Rolling Stone Australia
  • Media

Keith Urban To Front Next Cover Of Rolling Stone Australia

Rolling Stone Australia publisher The Brag Media has today announced four-time Grammy winning artist Keith Urban as its cover artist for its upcoming sixth issue out September 6, marking his first time ever to be anointed with the cover of Rolling Stone. Delving into the curious mind of Keith Urban, the cover feature profiles one […]

MTV And iHeartRadio Celebrate Four Decades Of Iconic Music Moments
  • Media

MTV And iHeartRadio Celebrate Four Decades Of Iconic Music Moments

MTV and ARN’s iHeartRadio Australia has announced the launch of MTV Sounds On iHeartRadio, a new pop up radio station to celebrate four decades of the iconic MTV brand.  Launching on ARN’s iHeartRadio Australia on Monday, 2 August, the station will explore epic music moments looking back and beyond to celebrate MTV past, present and […]

Nature Grows: Announces String Of New Hires & Promotions
  • Marketing
  • Media

Nature Grows: Announces String Of New Hires & Promotions

Agency Nature has announced the recruitment of a series of new professional staff across its Melbourne and Sydney offices. The addition of the new staff in recent months – follows strong growth in both offices during 2020-21 and is part of Nature’s ongoing investment in its people and capabilities. In Sydney, three new hires take […]

ARN Ditches ‘Australian Radio Network’ In Official Rebrand
  • Media

ARN Ditches ‘Australian Radio Network’ In Official Rebrand

ARN has officially turned off the mics on the Australian Radio Network.  From today, ‘Australian Radio Network’ will be replaced with ‘ARN’.  Following a holistic review of the audio landscape, brand proposition and culture at ARN, a confident brand evolution will be launched to market, with quality connections and audio at the heart of everything […]

Why Brands Are Moving Audience Research In-House
  • Partner Content

Why Brands Are Moving Audience Research In-House

The role of the agency is changing. Many brands are changing their tack, redistributing their budget to get more control of their output, with a bigger focus on in-house. This is a shift that has been ongoing for years. While 2020 was a year of uncertainty and hesitancy to commit, digital advertising spend is starting […]

Partner Content

by B&T Magazine

B&T Magazine
The Smith Family & Asahi Lifestyle Beverages Launch “The Big Giveback”
  • Campaigns

The Smith Family & Asahi Lifestyle Beverages Launch “The Big Giveback”

The Smith Family have teamed up with Asahi lifestyle beverages and launched the national campaign “The Big Giveback” aiming to raise much-needed funds for the charity. The campaign launches nationally this month to raise much-needed funds for young Australians in need through The Smith Family’s education support programs. The campaign comes after a new survey […]

Lizza Gebilagin Announced As New Editor Of Women’s Health, As Jacqui Mooney Departs
  • Media

Lizza Gebilagin Announced As New Editor Of Women’s Health, As Jacqui Mooney Departs

Women’s Health has today announced a new editor-in-chief, Lizza Gebilagin (main photo), who will lead the brand across print, digital, audio and events. Gebilagin was most recently the brand’s executive editor, alongside Jacqui Mooney, who will step down from the role to explore new opportunities but will continue to consult to the brand on major […]

Triple M Inks Three-Year Broadcast Deal With Cricket Australia
  • Marketing
  • Media

Triple M Inks Three-Year Broadcast Deal With Cricket Australia

SCA’s Triple M will broadcast cricket again after Cricket Australia and the FM network finalised a three-year partnership for men’s international cricket in Australia. Triple M will kick off their coverage with what promises to be an epic 2021-22 Vodafone Ashes series from December 8 at The Gabba in Brisbane alongside every Test and One-Day […]

Foxtel Group & Amazon Prime Video Announce Local Deal
  • Campaigns

Foxtel Group & Amazon Prime Video Announce Local Deal

The Foxtel Group and Amazon Prime Video have announced a significant agreement to integrate the Prime Video app into Foxtel set-tops by the end of 2021. The deal aims to accelerate its streaming aggregation strategy to bring together, live and on-demand, all in one place. The new partnership will enable all Foxtel customers with a […]

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine