Office of Responsible Gambling releases multilingual ‘Number that Changed My Life’ campaign

Office of Responsible Gambling releases multilingual ‘Number that Changed My Life’ campaign

by | Jul 29, 2022 | Multicultural Marketing

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.

Other assets

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

Credits

Client: Office of Responsible Gambling, NSW Government

Agency: LOUD

Media: Identity Communications

Production: Robinson Entertainment

Post-production: White Chocolate

NSW Government launches gambling campaign for CALD audiences

NSW Government launches gambling campaign for CALD audiences

by | Jun 21, 2021 | Multicultural Marketing

Adnews, 15 June 2021

The NSW Government’s Office of Responsible Gambling has launched a new campaign, Number that Changed My Life, targeting cultuarally and linguistically diverse (CALD) audiences.

The campaign came to life after a program of in-depth research and extensive consultation with gambling counsellors who work with multicultural clients and those impacted by gambling.

“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 says.

“When someone from a culturally diverse background is struggling with gambling, they often don’t recognise that it’s an issue. Even when they do, shame and stigma can stop them from getting help. It’s often friends and family who initiate help seeking.”

The Office appointed Loud to develop the campaign strategy and creative, following a competitive pitch.

While tailored for each community, the campaign draws on insights that are prevalent across all communities.

Loud and Identity Communications worked closely to execute the campaign across the complex multicultural media landscape.

“We were thrilled to be able to contribute strategically and creatively to such an important campaign with so many nuances,” Loud CEO Lorraine Jokovic says.

“Gambling related harm doesn’t just affect the individual, it also impacts their loved ones, so it was critical to get our messaging relevant to each and every audience we need to reach.

“The result is a campaign that highlights success stories to build hope, encourage the audience to seek help and reaffirm that seeking support can change their lives.” 

Identity Communications managing director Thang Ngo says working with Loud ensured the message of the campaign was “unmissable” in multicultural media.

“Knowing that shame is a key barrier to seeking counselling, we engaged with multicultural community groups and other key stakeholders to help spread the message and to assure our audience that there is no shame in seeking help,” Ngo says.

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.