Mumbrella, 22 July 2022
The Office of Responsible Gambling has rolled out the ‘Number that Changed My Life’ campaign to raise awareness of the signs of gambling-related harm and the support available for culturally and linguistically diverse audiences.
“Gambling is an issue for people from all walks of life, however, research shows that people from a migrant background face different issues and significant barriers in seeking help.” the Office of Responsible Gambling’s (the Office) director, Natalie Wright, said. Gambling doesn’t just affect gamblers; it impacts their loved ones as well. It’s important to let people know that if they are affected there’s support for them too”
LOUD created the campaign drawing on insights from a program of in-depth research and extensive consultation with gambling counsellors who work with multicultural clients and those impacted by gambling
“We’re thrilled to be able to bring this next phase of the campaign to the market. The reach and impact of gambling-related harm most often extend beyond the individual to loved ones, so it was critical to get our messaging right for each and every audience we have to reach. The result is a campaign showcasing success stories to build hope, and encourage the audience to
seek help and reaffirm that seeking support can change their lives.” said Lorraine Jokovic, CEO of LOUD.
LOUD and Identity Communications collaborated to execute the campaign across the complex multicultural media landscape.
“We worked with LOUD to ensure that the message for this new audience was unmissable in multicultural media. We have engaged multicultural community groups and other key stakeholders to help spread the message and to reassure our audience that there is no shame in seeking help” said Thang Ngo, managing director of Identity Communications.
Bespoke campaign creative has been developed for the Chinese, Arabic, Vietnamese, Korean and Indian communities. The campaign will air on all media channels including ethnic print, radio, TV, digital, online video, and OOH, and will be supported by community engagement initiatives.
Hindi – https://vimeo.com/731555012
Vietnamese – https://vimeo.com/731557718
Korean – https://vimeo.com/731556094
Mandarin – https://vimeo.com/731557075
Cantonese – https://vimeo.com/731554008
Arabic – https://vimeo.com/731552935
Client: Office of Responsible Gambling, NSW Government
Media: Identity Communications
Production: Robinson Entertainment
Post-production: White Chocolate