NSW Dept. Liquor & Gaming
Males aged 18-22 in NSW – as a demographic – tested 50% less likely to develop gambling problems after this campaign for the NSW Dept Of Liquor & Gaming ran. At the same time, calls to the Gambling Help Line tripled – dealing with the problem of the present as well the future.
Advertising briefs don’t get much curlier than this one. The Department of Liquor & Gaming was trying to prevent young males who like a bet from turning into problem gamblers. The difficulty is, these guys don’t yet have a problem, may never develop one, and wouldn’t listen to you if you told them they would. Our one chance was to catch them in that moment of regret after a big loss. We had to say: “Hey, you should recognise this feeling. It’s a bad thing. Do something about it.” The Gambling Hangover was born.
(By Stuart Ghent & Nik Robinson at The Campaign Palace.)