Online Gambling Campaign an Outstanding Success
The latest advertising campaign by the Victorian Government has been highly successful in raising awareness of the risks and consequences of excessive online gambling.
Since launching the campaign in September to coincide with the AFL Finals and the Spring Racing Carnival, traffic to the Gambling Help Online desktop site has increased by over 510 per cent. During the same period, the new mobile site also attracted a flood of traffic with over 34,000 visitors.
"Our advertising campaign was the first action of its scale taken by a government in Australia to address the risks accompanying the rise of interactive gambling technologies," Minister for Gaming, Michael O'Brien said.
"We have recognised that the ease of accessibility of online gambling, while convenient for some, poses real risks to others developing problems with gambling.”
Young males aged between 25 and 34 were specifically targeted to demonstrate how financial security, careers and relationships can be jeopardised by excessive online gambling.
The campaign met its intended objective of encouraging individuals to think about their gambling behaviour as evidenced by the number of visitors seeking information from the Gambling Help Online site and the number of people taking the risk assessment quiz.
Mr O'Brien said that although not the primary call to action, calls to the Gambler's Help Line increased, including the number of live online counselling sessions provided.
The campaign consisted of advertisements across various mediums including television, press, online, radio, and outdoor media such as trains and trams to extend the reach and to drive the key tagline of ‘Online gambling. It's easy to bet. Too easy to lose’.
If you are affected by gambling or have family or friends who need support, visit the Gambling Help Online site for free and confidential support, 24 hours a day. Alternatively, support is also available by phone. Just call the Gambler's Help line on 1800 858 858.
Check out the 'Easy to bet. Too easy to lose' Problem Gambling TV advertisement on YouTube.