100 DAY CHALLENGE - VICTORIAN RESPONSIBLE GAMBLING FOUNDATION
CHANGING GAMBLING BEHAVIOUR WITH POSITIVE REINFORCEMENT
Social change behaviour campaigns often use SHOCK! to try and get people to change. But these sometimes run the risk of being ineffective, as the person viewing the campaign may put the shutters up and say, "that's not me" and shut off.
So, with this campaign for the Victorian Responsible Gambling Foundation I took the opposite approach, and instead focussed on the benefits of changing gambling behaviour.
The last campaign they produced for the 100 Day Challenge, managed to sign up 850 people in 35 days with a multi-million dollar budget. This much more humble approach, signed up 1400 in the first ten days, with a fraction of the budget. It seems it has given permission for young Victorian gamblers to make a positive change in their lives, which is pretty brilliant. More power to them!