World-first ad campaign a win for problem gamblers
- From:Herald Sun
- July 30, 2013
A CONFRONTING world-first ad campaign tracking the crippling battles of real-life problem gamblers has inspired 120 gamblers a week to try and beat their addiction.
Young men aged 26-35 were the biggest demographic to sign up to the 100 Day Challenge, which has attracted more than 2200 people since it began in March.
The response has exceeded the expectations of the Victorian Responsible Gambling Foundation, which is making the campaign permanent.
Of those committing to give up or reduce their gambling through the 'Fight for the real you' website, 70 per cent were male, and 30 per cent were 26-35.
One in five were aged 18-25, 23 per cent were aged 36-45 and 15 per cent were 46-55.
Foundation CEO Serge Sardo said he has been buoyed by the response as less than 10 per cent of problem gambler usually seek help.
The foundation in an online survey of problem gamblers found guilt, failure and shame were major barriers.
"It really intensifies the devastation and harm it creates, they usually don't seek help until the house has been lost, relationships have broken down," he said.
"You rarely get to hear from problem gamblers, it's not really something people talk about. So we wanted to say to people, it can be an addiction like any other thing. It can affect people from all walks off life.
"We were astounded by the engagement."
The campaign's website www.fightforyou.com.au has been visited by more than 175,000 people since it launched.
The sign-ups have ranged from 50-200 a week, peaking during times the advertisements were run during high-rating slots like the Ashes.
The social cost of gambling in Australia is at least $4.7 billion a year, the Productivity Commission estimates.
The foundation next plans to focus on concerns about the impact of gambling young people, with research finding one in four adult gamblers experience issues before 18.
If you are experiencing problems with gambling, call Gambler's Help freecall 1800 858 858 or online gamblinghelponline.org.au.
http://www.heraldsun.com.au/news/victoria/world-first-ad-campaign-a-win-for-problem-gamblers/story-fni0fit3-1226688089307
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