VIC Responsible Gambling Foundation targets families in new film via McCann Melbourne
In their pursuit of a state free from gambling-related harm, the Victorian Responsible Gambling Foundation and McCann Melbourne have targeted their new public health campaign towards friends and family of problem gamblers.
The Foundation estimates that 300,000 Victorians are affected by someone’s gambling, with one person’s gambling problem affecting between 5 and 10 others, including partners, children, friends and colleagues. The campaign taps into the feelings of isolation, confusion, blame and other issues that family and friends face with someone else’s problem.
Says Serge Sardo, CEO, VRGF: “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.”
Says Pat Baron, ECD, McCann: “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 integrated campaign launches today with digital, film and in-venue advertising running 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
18 Comments
I reckon this is really lovely. Sincerely executed and insightfully written. Nice work fellas!
I’m not crying… There’s just something in my eye.
Really beautiful, moving work guys. Empathetic content, followed through with an authentic execution.
Really lovely.
Poignant stuff. Well executed McCann, I imagine ensuring that this came across the right way would have been quite the challenge.
Right in the heartstrings. End is a ripper. Nice one.
Beautifully written, beautifully executed. This is very, very good.
Beautifully heartfelt. Congratulations to all.
Lovely stuff. Great writing, well shot, nice acting, powerful ending.
Good onya Northy!
Nicely done, it felt a bit contrived at times, but stellar effort nonetheless.
Would of been nice to see a male family member in there, not just women who need support. Father/son dynamic is always good drama.
Tops
I like it, but it’s too long and not enough of a pay-off for this to go viral.
Feels a bit infomercial / contrived.
That said, a great issue to tackle so well done there.
nice one dpol + northy
Lots of time for agency-written blog comments. Eesh.
nice one DPol
The North Pole is back.
DPL… legend.
The North remembers…