Gambling can have an adverse impact on peoples’ whanau, relationships, finances and future dreams.
Wellington-based agency GSL Promotus’ ‘Choice not Chance’ campaign is tackling the sensitive topic by reaching out to at-risk gamblers with the aim to get people thinking about their situation and ask, ‘is it still for fun?’
The campaign was developed in partnership with the Health Promotion Agency, and has launched with two TVCs, a 30-second TVC called ‘Night Out’ and a 45-second spot called “The Race”.
The “fun/UnFun” TVCs were produced by Auckland film company Thick as Thieves and directed by Wellington director Michelle Savill, with both using local Wellington talent.
The campaign also includes social media activity and digital advertising; timed to generate momentum for Gambling Harm Awareness Week (September 4 to 10).
Around 225,000 New Zealanders are estimated to be experiencing some degree of harm or negative consequences related to gambling.
GSL Promotus’ managing director Leigh Graham says the new campaign takes a preventative approach.
“The idea is to intercept people before they get to a tipping point before the real harm begins – and gets them to ask themselves “Is my gambling still just for fun?”