NSW Government airs gambling awareness campaign via Ogilvy
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The NSW Government has launched a new harm minimisation campaign highlighting the potential impacts of risky gambling behaviour on jobs, relationships and children.
‘Be Aware Be GambleAware’ was created by Ogilvy, with media from OMD and is set to run for three months across metropolitan and regional TV and radio, as well as owned channels.
Other assets:
Spot 2 15″: https://jwp.io/s/38LEhmjj
Spot 3 15″: https://jwp.io/s/szHwckUD
The three spots created for the campaigns depict various situations in which gambling can become an issue. In one spot, a women is seen with a slot machine at her desk, symbolic of her bringing gambling into the office. “Are you gambling with your career?” the voice over poses, directing viewers to the GambleAware site for helpful resources.
Minister for hospitality and racing Kevin Anderson said the TV and radio campaign will also promote the NSW Government’s new GambleAware one-stop shop for information, education, support and treatment.
“We know that people at risk of gambling harm can face difficulties in their personal relationships and at work, with issues such as absences, lateness or lack of concentration.”
“This campaign is designed to encourage people with, or at risk of gambling harm to seek help and check out the full range of information, support and treatment options available through GambleAware,” Anderson added.
Director of the Office of Responsible Gambling, Natalie Wright, said Be Aware Be GambleAware campaign features light-hearted scenarios showing how some gambling behaviour can jeopardise relationships, jobs and children.
“The campaign also encourages parents to check their children’s video games for any elements that promote gambling,” said Wright.
“We know that many people can gamble safely and don’t experience difficulties, however some people can develop serious harms that can have devastating impacts for them and their families.” .
Nearly one in 10 gamblers in NSW are considered at risk of harm, and this cohort accounts for 70% of total gambling expenditure.
“We want people to know they don’t need to suffer in silence as there is a wide range of innovative support and treatment options available through GambleAware,” added Wright.
GambleAware unites all NSW gambling support, education and treatment services under the one banner and with a focus on supporting the entire community including people who may not face current challenges around gambling but may be at longer-term risk.
Credits
Media – OMD
Creative/Post-production – Ogilvy
PR agency – Hardman Communications
Consumer concept testing – ChatHouse
