The Responsible Gambling Fund (RGF) has appointed communications agency LOUD to help break down the barriers of shame, denial and hopelessness and encourage those suffering to contact Gambling Help.
Problem Gambling destroys thousands of lives in New South Wales each year but only between 8 and 17% of those affected seek help of any kind. Problem Gamblers suffer immense social stigma, with around half also suffering from anxiety and depression.
The campaign itself aims to reposition the action of seeking help, from a sign of weakness, to the courageous action that it in fact is.
In the radio and video spots, the Problem Gambler draws strength from his past experiences overcoming adversity, to finally make the decision to reach out for help. The line “You’re stronger than you think” helps reinforce the positive tone of the campaign.
The campaign will be shown as video pre-rolls and online rich media banners. The spot will also be supported by ATMs in pubs and clubs, radio partnerships and online display banners.
“We’re lucky to have had the opportunity to work with some iconic Australian talent in tackling an issue that affects many Australians. The vision of filmmaker Gregor Jordan accompanied by the music of Powderfinger helps drive home both a positive and empowering message,” said LOUD’s executive creative director, Steven Thomson.