Responsible Gambling Fund aims to reposition seeking help as courageous act in new campaign
The Responsible Gambling Fund is attempting to break down the barriers of shame, denial and hopelessness and encourage those with a problem to contact Gambling Help in a new campaign from Loud Communications as it aims to reposition the action of seeking help into a courageous action as opposed to a sign of weakness.
The campaign features a father about take a slow walk through a local club to the pokies where he sits and looks at a photo of his children on his smart phone before looking up the Gambling Help number, with the tagline ‘You’re stronger than you think’ set to Powderfinger’s ‘These Days’.
Loud ECD Steven Thomson said: “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.”
Running as video pre-rolls and online rich media banners, the campaign is supported by ATMs in pubs and clubs, radio partnerships and online display banners.
Credits:
- Executive Creative Director: Steven Thomson
- Art Director: Paul Bennell
- Copywriters: Joe Van Trump & Steven Thomson
- Photographer: Gerrard Needham
- Account Director: Samuel MacDonnell
- Account Manager: Kristy Leslie
- Account Executive: Laura Tenison
- Producers: Ian Forde (Broadcast), Lawrence Katsidis (Print)
- Director: Gregor Jordan (Finch)
- Production: Finch – Emma Thompson (Producer)
- Media: Universal McCann
As with the ‘Touch Myself’ campaign currently in market, this is another great example of song placement. again, the words could have been written for the ad.
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Nice work. Not preachy, great empathy for the gambler’s struggle. Kudos for the music choice as well.
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“Responsible gambling” is an oxymoron. Gambling by its very nature means not having control of the consequences, ie taking a gamble.
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“Gamble Responsibly” refers to gambling within your means; i.e. only gambling money you can afford to lose.
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So I guess there is no such thing as “drink responsibly” either.
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