Gambling is just a bit of fun. Until it isn’t. Until you’re gambling with cash you can’t afford to lose, your savings, relationships, your family’s wellbeing, your future. And this was the kernel of an idea we developed for WA’s latest Gamble Aware campaign.
Our friends at Key2 Creative in Perth asked us to work with them on a campaign for Gamble Aware WA to raise awareness of problem gambling and the support that’s available to gamblers and their families.
After a thorough briefing process, our copywriters went away and developed a range of campaign concepts, complete with example executions spanning a host of mediums – the campaign would include posters, radio ads, social and TVCs.
There was a clear winner when we presented the campaign options to the Gamble Aware stakeholder group: What are you gambling with?
The ‘What are you gambling with?’ campaign.
Cutting straight to the heart of problem gambling, the ‘What are you gambling with?’ campaign highlights the slippery slope gamblers can find themselves on.
Each execution uses the familiar language and visuals of gambling – from electronic gambling machines and scratchies through to betting shops and race commentary – to illustrate what you’re really gambling with if you’re gripped in a downward spiral of problem gambling.
Here's our favourite, the 30-sec radio spot:
Do you run a charity, NFP or government agency and need to develop a public service or social awareness campaign? Do you need help finding that emotional hook and then turning it into a campaign? Find out more about our marketing and advertising chops, then talk to our copywriters.