Charities, Public Health & Safety & Public Awareness Messages

100 Day Challenge
McCann Australia
Victorian Responsible Gambling Foundation
100 Day Challenge

Due to the stigma associated with gambling addiction, less than 10% of problem gamblers ever seek help. Our objectives were simple: increase awareness and participation rates in treatment programs.
The ugly truth is that the wider community and problem gamblers themselves see gambling not as an addiction but rather a weakness of character. While advertising could raise awareness, it could only go so far in helping problem gamblers feel empowered to seek help.
We worked with clinical psychologists to create a new kind of treatment program that was inherently public and social: the 100-Day Challenge, and to promote the program we showed four real problem gamblers taking the challenge, warts and all.
The Results.
We increased awareness of treatment programs from 10% to 56%, doubling the target of 25%.
We increased the number of problem gamblers formally seeking help from 10% to 20%, exceeding our target of 15%.
By the end of the campaign, 10% of Victoria’s problem gamblers had signed on to the 100-Day Challenge, effectively doubling treatment participation in the State. Our target? a modest 1%.
By creating an inherently public and social treatment program, we dragged gambling addiction out of the shadows and into the light.
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters