LOUD Unveils Multicultural Campaign To Combat Problem Gambling

LOUD Unveils Multicultural Campaign To Combat Problem Gambling

New creative, targeted at family and friends of people experiencing problems with gambling, builds on the successful first phase of a campaign created to raise awareness of the signs of gambling related harm and the support available for Culturally and Linguistically Diverse Audiences.

“Gambling is an issue for people from all walks of life, however, research shows that people from a migrant background face different issues and significant barriers in seeking help,” the Office of Responsible Gambling’s (the Office) director, Natalie Wright, said. “Gambling doesn’t just affect gamblers; it impacts their loved ones as well. It’s important to let people know that if they are affected there’s support for them too”

Creative agency LOUD created the campaign drawing on insights from a program of in-depth research and extensive consultation with gambling counsellors who work with multicultural clients and those impacted by gambling

Lorraine Jokovic, CEO of LOUD, said: “We’re thrilled to be able to bring this next phase of the campaign to the market. The reach and impact of gambling related harm most often extends beyond the individual to loved ones, so it was critical to get the messaging right for each and every audience we have to reach. The result is a campaign that showcases success stories to build hope, encourage the audience to seek help and reaffirm that seeking support can change their lives.” s

LOUD and Identity Communications collaborated to execute the campaign across the complex multicultural media landscape.

“We worked with LOUD to ensure that the message for this new audience was unmissable in multicultural media. We have engaged multicultural community groups and other key stakeholders to help spread the message and to reassure our audience that there is no shame in seeking help” said Thang Ngo, managing director of Identity Communications.

Bespoke campaign creative has been developed for the Chinese, Arabic, Vietnamese, Korean and Indian communities. The campaign will air on all media channels including ethnic print, radio, TV, digital, online video and OOH and will be supported by community engagement initiatives.

You can view the campaign films here:

Hindi –  https://vimeo.com/731555012

Vietnamese –  https://vimeo.com/731557718

Korean – https://vimeo.com/731556094

Mandarin – https://vimeo.com/731557075

Cantonese – https://vimeo.com/731554008

Arabic – https://vimeo.com/731552935

Credits:

Client: Office of Responsible Gambling, NSW Government

Agency: LOUD

Media: Identity Communications

Production: Robinson Entertainment

Post-production: White Chocolate




Please login with linkedin to comment

lorraine jokovic LOUD

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]