McCann’s campaign for problem gamblers becomes an education tool

A campaign developed by McCann Melbourne for the Victorian Responsible Gambling Foundation has produced video diaries of problem gamblers intended to be used as educational tools to fight gambling addiction.

The multi-platform ‘Fight for You’ campaign launched in March and tracked the journey of four Victorians with gambling issues over the past 100 days, including AFL footballer Daniel Ward. The participants recorded personal video diaries as they took on a 100 day challenge to beat gambling.

Their stories have been used as television, radio and online content to inspire others with gambling problems to sign up for the challenge, and two films will be shown in schools and to people with gambling problems.

Pat Baron, creative director at McCann Melbourne, the agency behind the award winning Dumb Ways to Die, said: “We don’t simply want to create advertising for our clients, we want to create assets that have utility beyond a 30 second spot.

“We’ve worked with the foundation to create a new online support service that will help people with this kind of addiction for years to come. It’s something we’re very proud of.”

Serge Sardo, CEO of the foundation, said interest had exceeded expectations with more than 150,000 visitors to the website since it was launched in March. Around 1,700 people have registered for the Responsible Gambling Foundation’s online treatment program that allows them to keep video diaries, set goals, garner support, and access face-to-face counselling.

Adrian Mills, group account director at McCann Melbourne, said another part of the strategy was to help a broader population understand the nature of a gambling problem or addiction.

“It isn’t just something that dumb people have or marginalised people have, it’s actually an illness, something that people need help with and should attract help and not scorn.

“So we wanted to find people to talk about their problems and then really highlight to a broad audience and show that it’s an illness and something that we should not look down upon.”

In the nine minute film ‘Anna’s story’, over the course of the 100 days, the reformed gambler says she has come to understand the challenge better. In “Matt’s story” he tells how he lost around $250,000 since he started gambling as a teenager.

Megan Reynolds

Issue 21This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit for a preview of the app or click below to download.


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