Agency Of The Year: McCann, Melbourne



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Entrant: McCann Melbourne, Melbourne
Victorian Responsible Gambling Foundation
"100 Day Challenge"
  • Corporate Name of Client:
    Victorian Responsible Gambling Foundation
  • Client Account Director:
    Megan Jones
  • Agency Account Director:
    Adrian Mills
  • Account Executive:
    Will Hollosy
  • Planning Director:
    Karl Bates
  • Planner:
    Alex Concannon
  • Agency:
    McCann Melbourne , Melbourne
  • Executive Creative Director:
    John Mescall
  • Creative Director:
    Pat Baron
  • Copywriter:
    Natasha Wood
  • Art Director:
    Matt Stoddart
  • Agency Producer:
    Jillian Howe
  • Creative Technologist:
    Ash Pegram
  • Production Company:
    Airbag Productions , Melbourne
  • Director:
    Aaron Wilson
  • Senior Executive Producer:
    Mark Bradley
  • Technical Developer:
    Suvi Thammasarn
  • Digital Producer:
    Pauline McMillan
  • Senior Designer:
    Scott Hall
  • Description of the Project:
  • Australia has a gambling problem. Problem gambling ruins thousands of lives every year, with the social cost to the greater community estimated around $4.7 billion. As both advertising and technology have made access to gambling increasingly easier, access to treatment is anything but. Unfortunately access to treatment isn’t only difficult to find but often isn’t sought after from those that need it most. In fact, in Victoria, until this campaign launched, less than 10% of problem gamblers sought help. We knew that the best way of reaching people was to actually offer them help, so we didn’t just create an advertising campaign. We created a new form of problem gambling treatment - Social Media Rehab. Working with the Foundation and psychologists, we created an online treatment program – The 100 Day Challenge.
    We built our own social network treatment website where gamblers could set their personal goals, check in, recruit supporters, and record their experiences on a private online video diary. Registered users also received support from the broader community that grew around the challenge with regular encouragement. We monitored their progress daily. If they were feeling low, a supporter was prompted to make contact. If they needed help immediately, they would receive a direct phone call from our helpline. To promote the 100 day challenge, we put four real problem gamblers through the program. Every day they created a video diary tracking their thoughts and feeling and this became content for television, radio, online and outdoor. We also created press advertising across the major publications where gambling advertising was prevalent and posters in venues that had gambling facilities to ensure we reached as many problem gamblers as possible.
    An astonishing success, in the first 100 days of the campaign,
    • 16% of Victoria’s problem gamblers are currently registered in the program.
    •	56% of problem gamblers became aware of the program.
    •	25% of problem gamblers shared the program socially.
    •	PR coverage hit many millions of impressions with coverage in over 50 media outlets across the country. Gratifyingly, our four brave ambassadors came out of the program in great shape with three managing to complete the 100 days and the other, taking huge steps forward.