The South Australian Government has launched the second phase of its ‘Spot the Harm. Stop the Harm’ campaign, shifting the focus away from the financial impacts of gambling to the less obvious signs of harm, including changes in mood, difficulty concentrating at work and strained relationships.
Created by Adelaide-based creative agency SAUCE, the campaign aims to help South Australians recognise the early signs of gambling harm, particularly among young men using betting apps who may not realise their behaviour is affecting their lives.
The first iteration of the campaign launched in February last year.
Launched ahead of Gambling Harm Action Week, which began on 25 October, the work was developed through the Government Advertising and Insights Hub and rolls out across linear TV, BVOD, radio, outdoor, social and digital.
The second phase builds on the original campaign, with a greater focus on the everyday behaviours and personal impacts that can signal someone is experiencing gambling harm.
Avoiding stigma and judgement was a key consideration in the creative development. Research found that shame can push gambling further underground, prompting the team to place characters in relatable, everyday situations that highlight the lesser-known signs of harm.
“As highlighted in recent coverage, gambling harm often impacts much more than a person’s finances. We frequently hear that some of the first signs of gambling harm can be changes in mood, concentration, relationships and overall wellbeing,” said Rory Spreckley, manager of Gambling Harm Support SA.
“That’s why phase two of ‘Spot the Harm. Stop the Harm’ focuses on helping the community identify those impacts early and encouraging them to reach out for support if gambling is starting to affect their lives.”
SAUCE creative director David Ormston said the campaign was designed to give people an outside perspective on behaviours they might otherwise overlook.
“These are moments young blokes will recognise from their own day to day,” he said.
“Watching from the outside, the signs are pretty obvious. But when you’re in the moment, they’re easy to miss. We wanted to give people that outside view, so they can spot the early signs in themselves.”
The new work follows the first phase of the campaign, after which 61 per cent of people who saw it took a positive step towards minimising their experience of gambling harm.
Additionally, 38 per cent of those spending $100 or more a month on gambling reported cutting down.
Credits
Client – Government Advertising and Insights Hub
Department of the Premier and Cabinet
Senior Advertising Campaign Officer – Mary-Ann Came
Advertising Program Manager – Positive Behaviour (Health) – Grace Allen
Department of Human Services –
Manager, Gambling Harm Support SA – Rory Spreckley
Agency – SAUCE. The Creative Agency.
Managing Director and Principal – Tom Ootes
Creative Director – Michael Gagliardi
Creative Director – David Ormston
Art Director – Ella-Maude Wilson
Account Manager – Ry Pahl
Senior Designer and Animator – Danilo Watanabe
Production
Production Company – Proetic
Producer – David Ockenden
Director – Nicholas Muecke
DOP – Michael Tessari 1st AC/Focus – Jake Copper
Gaffer – Nick Datson
Elex 1 – Sam Clarke
Grip – Warren Luxford
Grip Assist – Jackson Palmer
Sound – Josh Williams
Art Department – Ann Marie Steed
Costume – Chloe Spalding Makeup – Tracy Phillpot
Unit – Steve Russell
Stills Photographer – Josh Geelan
Digital Assistant – Lewi Potter
Stills Assistant -George Sotiropoulos
Post-Production
Editor & Colourist – Sam Matthews
Sound Designer – Scott Illingworth (Seeing Sounds)
