NSW Government launches CALD gambling campaign

By Peter Lynch

The New South Wales Government’s Office of Responsible Gambling has launched the Number that Changed My Life campaign to help those impacted by gambling.

The campaign targets culturally and linguistically diverse (CALD) audiences, and was established after a program of in-depth research and extensive consultation with gambling counsellors.

Supported by community engagement initiatives, it will air on all media channels including TV, radio, digital, ethnic print and online video, and has been developed for the Chinese, Arabic, Vietnamese, Korean and Indian communities.

“Gambling is an issue for people from all walks of life. However, research shows that people from a migrant background face different issues and significant barriers in seeking help,” said Office of Responsible Gambling director Natalie Wright.

“When someone from a culturally diverse background is struggling with gambling, they often don’t recognise that it’s an issue. Even when they do, shame and stigma can stop them from getting help. It’s often friends and family who initiate help-seeking.”

Following a competitive pitch, marketing and advertising company Loud has been appointed to develop the campaign, which draws on insights that are prevalent across all communities. 

Loud CEO Lorraine Jokovic commented: “We were thrilled to be able to contribute strategically and creatively to such an important campaign with so many nuances. Gambling-related harm doesn’t just affect the individual, it also impacts their loved ones, so it was critical to get our messaging relevant to each and every audience we need to reach.

“The result is a campaign that highlights success stories to build hope, encourage the audience to seek help and reaffirm that seeking support can change their lives.”


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