It's not just gamblers who need support

17 April 2015

Creative Agency: McCann Worldgroup (VIC)

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A short film for the Victorian Responsible Gambling Foundation takes a peek into the lives of those impacted by gambling.

The public health campaign, by McCann Melbourne, aims to show the widespread harm that can come from problem gambling. It comes off the back of research estimating that 300,000 Victorians are affected by someone's gambling, and insight finding that one person's gambling affects between five and 10 others.

VRGF CEO Serge Sardo said: “Our new campaign is quite different to previous campaigns in that it’s focusing on ensuring family members and friends know help is available to them regardless of whether the gambler is getting help.

“Preventing harm from problem gamblers is not just about focusing on the gambler, it’s about reducing the downstream impacts and providing these people with the support, advice and counseling they need.”

McCann executive creative director Pat Baron said: “The language in the campaign is, for the most part, taken from the people we spoke to during the initial research phase. The challenges these people face are very real, and we hope that the campaign can connect people to the right help.”

The campaign will run on digital, film and in-venue advertising until the end of May.


Agency: McCann Melbourne
Executive Creative Director: Pat Baron
Group Creative Director: David Ponce de Leon
Senior Creative: Andrew North
Senior Designer: Dave Budd
Managing Director: Adrian Mills
Account Director: Danielle Pollock
Head of Broadcast: Victoria Conners

Production Company: Airbag Productions
Producer: Julie Rutherford
Director: Sarah Jane Woulahan
Sound: Electric Dreams

Client: Victorian Responsible Gambling Foundation
CEO: Serge Sardo
Head of Marketing and Campaigns: Roberta Donovan
Senior Marketing and Campaign Advisors: Louise Purcell & Nicholas Carrington

Media: Mitchell’s

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