The Victorian Government's "Think of what you're really gambling with" Problem Gambling Communications Strategy uses hard-hitting television, print, radio and in-venue advertising along with statewide public relations campaigns to try to reduce the incidence and impact of problem gambling.
The strategy raises community awareness of the financial and social impacts of problem gambling and encourages those affected to recognize their problem, and seek help through counselling or self-help activities.
Since 2000, there have been three phases of the Victorian Government's Problem Gambling Communications Strategy:
Phase One of the campaign began in November 2000. It brought together problem gambling support services under a single banner, "Gambler's Help" and saw the development of the key campaign phrase "Think of what you're really gambling with." The rebranding paved the way for statewide advertising of Gambler's Help services via a 1800 telephone number spearheaded by 60-second, testimonial style television commercials. These commercials targeted two specific demographics: men and women aged 25-39. Print, radio and outdoor advertising supported the TV campaign. Newspapers and radio stations for non-English speaking and Indigenous communities were also targeted and problem gambling brochures were produced in eight languages. A range of public relations activities worked in concert with the advertising and in-venue branding to ensure maximum audience penetration.
Phase Two built on the momentum of Phase One, extending the messages to two new audiences - older people (primarily women aged over 55 years) and younger adults (primarily men aged between 18-25 years). Community Partnerships were introduced to help deliver the campaign messages to key audiences and Gambler's Help agencies took a bigger role in campaign activities and community education. Tracking research conducted during Phase Two indicated that 96% of Victorians were aware of the campaign and 86% recalled the slogan, "Think of What You're Really Gambling With". By the end of Phase Two, calls to Gambler's Help had increased by 31.4%, while client visits increased by 40%.
Phase Three maintained the focus on encouraging at risk, problem and heavy gamblers to seek help or employ self-help strategies. It introduced communications strategies to reach and support those directly affected by behaviour of problem gamblers, primarily family and friends. New strategies were tailored to meet Victoria's growing culturally and linguistically diverse communities, with problem gambling materials being made available in 13 languages. Phase Three promoted Community Partnerships as a way for local communities to respond to problem gambling in their areas, with the launch of high profile partnerships with the Western Bulldogs Football Club and the 10,000-strong Country Women's association. The Minister for Community Services launched a $1.15 million Local Community Partnerships Project Grants Scheme that provides grants of up to $50,000 to community groups to help problem gamblers, their families, friends and communities at a local level.
Phase Three of the Problem Gambling Communications Strategy included six separate but interlocking campaigns that form a comprehensive approach to delivering problem gambling messages into the spaces where people live, work and recreate - to lounge rooms, kitchen tables, cars, community associations, sporting venues and shopping centres. View more information on the Phase Three campaigns.
