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Victorian Responsible Gambling Foundation: Fight For You
McCann has created an integrated campaign for the Victorian Responsible Gambling Foundation that aims to help people with a gambling problem overcome their issues.
No ordinary awareness campaign, McCann, together with the Foundation and addiction counselling service Turning Point, have created a new online support service called the 100 Day Challenge. The Challenge is designed to help people with gambling problems "fight for the real you" and take control of their gambling, to achieve their goals and get their lives back on track with the help of support and counselling. The campaign is fronted by four Victorians who have problem gambling histories, including former AFL footballer Daniel Ward. The centerpiece of the campaign is the online support service found at www.fightforyou.com.au, with campaign creative being sourced from fixed cameras the participants are using to tell their stories in video diary form, to capture the real experiences when trying to stop or reduce their gambling. A 45-second TVC, radio, press, print, cinema advertising, digital banners and in-venue posters will further promote the 100 Day Challenge. Says McCann Executive Creative Director John Mescall: "This is a really important campaign for a lot of reasons. People struggling to fight their gambling problems need to know they're not alone, but more than that they need to know that there are effective support mechanisms to help them every step of the way. This campaign is quite unique in that it not only informs, it also provides very real support through the online tools we've created."
Group Account Director: Adrian Mills Related |
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