Successful campaign encouraging problem gamblers to seek help gets second life

Screen Shot 2016-04-19 at 1.43.51 PMA major campaign from the NSW Government aimed at encouraging problem gamblers to seek help has moved into a second stage after achieving a 270% increase in people taking up a range of self help options.

The campaign, by Loud in Sydney, runs with the line ‘You’re Stronger Than You Think’ and has taken a positive motivational approach to getting people to seek help.

The latest incarnation of the campaign – backed with a $2.4m budget – urges people to remember that they have recovered from setbacks in the past.

An ad supporting the campaign features real friends and family telling problem gamblers how they had conquered challenges in the past and could do so again.

The people featured in the ad use examples of a student who captained his football team to a grand final, and a man who battled to recover from injury so he could play sport again.

“Problem gambling is a sensitive topic and getting the tone right can make or break a campaign,” said Liquor and Gaming senior communications officer, Jenny Crocker.

“We were lucky to work with Loud, who took the time to really understand the issue and had the originality and creative skills to effectively reach those affected. The results speak for themselves.”

As part of the launch of the film the agency held a premiere for the feature film documentary, Broke.

The campaign will run on TV, radio, online, social media and will also feature in poster promotions in licensed venues .


Executive Creative Director: Steven Thomson
Art Directors: Paul Bennell/Kiah Barker
Writer: Steven Thomson
Group Account Director: Gemma Tugby
Agency Producer: Steve Dube
TV Producer: Ian Forde

Agency Partners
TVC Director: Gregor Jordan (Finch)
TVC Production: Emma Thompson (Finch)
Media: Universal McCann
Strength in Numbers
Production Company: Invisible Artists
Director: Sebastien Guy
Producer: Emma Brunton
DOP: Mike Perry

Simon Canning


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.