Victorian Responsible Gambling Foundation: 100 Day Challenge
Campaign details
Agency: McCann MelbourneAdvertiser: Victorian Responsible Gambling FoundationAuthor: Danish Chan, Adrian Mills and Karl BatesTotal campaign expenditure: $500 - $1 million
Executive summary
There are 30,000 problem gamblers in Victoria, and less than 10% seek help. Our challenge was to encourage them to seek treatment in a culture that stigmatized gambling addiction.
Insight: While technology has made access to gambling easier, access to treatment services hadn't evolved.
Our Idea: The 100-Day Challenge, a world first public rehab program, providing always-on help to problem gamblers.
The...