Gambler’s Help and Victorian Department of Health asks young people ‘Is betting getting you hooked?’ in new campaign via Showpony
Gambler’s Help and The Victorian Department of Health, in partnership with creative agency Showpony, has officially launched ‘Hooked’ – a public health campaign designed to help young people identify the early signs of gambling harm and seek support before it gets beyond their control.
The campaign is a response to state research indicating that while overall participation in gambling had fallen since 2019, the prevalence of harm had increased for individuals who gamble and those around them.
A key factor driving this increase was a persistent view amongst young men that social betting was relatively harmless. Convincing this audience of the very real associated risks and encouraging them to reflect on their own betting behaviour was the challenge.
To connect with this audience, Showpony began with the understanding that young men value their emerging financial independence and that excessive betting undermined that key value.
Using the metaphor of a fish hook, the resulting creative demonstrated the persistent and insidious way a growing betting addiction can permeate every aspect of a young man’s life.
Says Nic Maumill, Creative Director of Showpony: “With an audience ready to dismiss any suggestion they may have a gambling problem, we needed to introduce early signs of harm subtly, in scenarios that appeared harmless and fun. The hook allowed us to distance the person from the betting behaviour, helping to disarm any potential shame or embarrassment that came with getting support.”
Showpony’s broader campaign approach focused on helping people identify the moments a casual habit turned harmful, empowering them to take back control with free, confidential support available 24/7.
Says Simone Williams, Chief Communications Officer, Department of Health: “With young people engaging in more intense, higher risk betting activities, early support can avoid further gambling harm. Arming them with the awareness and tools they need, they can begin to develop healthier habits and become unhooked.”
The ‘Hooked’ campaign is currently rolling out statewide across video, digital, social media, and out-of-home placements.
To find out more, visit the official website at gamblershelp.com.au/hooked/
Agency: Showpony
Creative Director: Nic Maumill
Assoc. Creative Director: Michail Paderin
Strategy: Laura Prior
Art Director: Oscar Riley
Copywriter: Albert Hopkins
Producer: Vanessa Lee
Account Director: Aaron Westwood
Account Manager: Macey Wood
Jnr Account Manager: Andrea Quimson
General Manager: Matthew Basso
Production:
Director: Nic Maumill
Executive Producer: Elise Trenorden
Photographer: Oscar Riley
Head of Production: Michael Ciccone
Producer: Carla McConnell
Production Manager: Jess Chapman
Runner: Claire Riverland
1st AD: Jess O’Farrell
Director of Photography: Alexander Naughton
1st AC: Harry Huggins
2nd AC: Meththa Weerasinghe
Gaffer: Cory Clement
Production Designer: Jake Feast
Art Assist: Jimmy Mitchell
HMU: Marlene Olsson
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel.