The Responsible Gambling Fund is attempting to break down the barriers of shame, denial and hopelessness by encouraging those with a problem to contact Gambling Help in a new campaign from LOUD Communications. It aims to reposition the action of seeking help into a courageous action, as opposed to a sign of weakness.
The campaign features a father who takes a slow walk through a local club to the pokies, where he sits and looks back at a photo of his children on his phone. He then searches for the Gambling Help phone line, which displays the tagline ‘You’re Stronger Than You Think’, set to Powderfinger’s ‘These Days’.
“We’re lucky to have had the opportunity to work with some iconic Australian talent in tackling an issue that affects many Australians. The vision of filmmaker Gregor Jordan accompanied by the music of Powderfinger helps drive home both a positive and empowering message.” LOUD ECD Steven Thomson said.
Running as video pre-rolls and online rich media banners, the campaign is supported by ATMs in pubs and clubs, radio partnerships and online display banners.
By asking the question how well do you know your best friend?, LOUD is exposing this truth while screening actual footage from these factories where breeding conditions are appalling.
Viewers are urged to help end this cycle of suffering by adopting dogs rather than purchasing them blindly either online or from pet shops.
Steven Thomson, Executive Creative Director of LOUD said,“Working on this campaign has been a disturbing eye-opener for everyone involved. Director Gregor Jordan shared our vision from the beginning and being a dog lover allowed him to bring some rich personal insights to the project. Strong performances (both human and canine), disturbing footage, set to an eerie score and underlined with Bryan Brown’s voice over hit home with the important message. Photographer Simon Harsent’s portraits have beautifully captured the intimate relationship between dogs and proud owners.”
Lyn White, Campaign Director at Animals Australia added, “This is a unique look at an astonishingly overlooked issue from the perspective of those who can actually make a difference. Most importantly, greater awareness will help end this commercial cycle of cruelty and hopefully lead to more dogs being adopted.”
“People are passionate about their dogs and this campaign turns peoples love for dogs into a reason to make life better for all of them in the long run, because truly caring about your dog means caring (and investigating) where they are from.” Lorraine Jokovic, CEO of LOUD.
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