Many Ways

Background

There are many ways to gamble, and there are many ways to get help. Due to the multitude of support options available to people who have or know someone who has a gambling problem it can be confusing to find appropriate support for an individual situation.

Gamblers Help Southern through the Victorian Responsible Gambling Foundation help gamblers self identity when they have a problem and provide support options for them to seek appropriate help. As part of their efforts, they provide information to young people to educate them on the many help options available should they or someone they know end up with a gambling problem.

Challenge

The challenge was to engage a young tertiary audience through an online resource and educate them on the many help options available to problem gamblers based on a series of scenarios.

Research uncovered that the average member of the target audience has an attention span of just nine seconds. With this insight in mind, it was decided that the resource needed to be an interactive experience and that the amount of reading required to navigate the app should be limited through use of iconography and animated content.

Workflows were drawn up to identify the best strategy to create an engaging user experience. Short scenarios were written with appropriate help options in mind, and developed into animated video content. Participants navigate their way through the app and select two of four scenarios that best resonate with their situation and are prompted to identify appropriate help options based on the video content.

A narrowcast print campaign was developed to promote the app and inform the audience of prize incentives available to participants who complete the challenge. Near field communication technology was utilised as a call to action enabling participants to access the app with one touch from their smartphones.

Outcome

The strategy proved effective with 85 per cent of users completing the challenge spending an average of 4.46 minutes on the app.

Prostate Cancer Foundation of Australia

Background

1 in 5 men in Australia will be diagnosed with prostate cancer by age 85. While prostate cancer is most common in men over the age of 50, younger men with a history of prostate cancer in their family are at greater risk. What is complicated with prostate cancer is that some cancers grow very slowly and don’t threaten life, whilst others grow more rapidly and do. As a result of this dilemma it is recommended that people take an active role in their decision on testing, and if they develop cancer, how they choose to be treated.

Prostate Cancer Foundation of Australia (PCFA) is a broad-based community organisation and the peak national body for prostate cancer in Australia. PCFA is dedicated to reducing the impact of prostate cancer on Australian men, their partners, families and the wider community.

Challenge

The challenge was to develop a new creative to raise awareness of the PCFA and encourage people to learn the facts about prostate cancer by accessing the evidence based resources available from PCFA.

Initial workshops conducted with members of the target audience revealed that an approach that humanises the issue through facts would resonate strongest with them. It was also discovered that people were interested in the information not just for themselves, but also to share with their partners and loved ones.

Across the board the preferred communication method for ordering information was via the internet with SMS and telephone following closely.

The idea was to humanise the message by using real people who have been affected by prostate cancer to tell their story and encourage the audience to become informed about the issue. The message highlighted the fact that prostate cancer is complicated and affects everyone differently.

The message was tested with the a cross section of the intended audience with results confirming it was well understood with cut-through to the issue and had a positive response from focus group participants.

Final deliverables included a series of washroom posters to be rolled out in venues across Australia targeting at risk males and their significant others. The poster campaign was supported with take away cards and an SMS and phone service was setup to order the resources.

Heart Foundation

Background

More than 55,000 Australians had a heart attack last year – tragically almost 10,000 also died. Over 50% of heart attack deaths occur before the person reaches hospital and almost 25% of people who die from a heart attack die within one hour of their first warning sign.

Challenge

The task was to develop a critical print campaign for the Heart Foundation, informing Indigenous and non-Indigenous Australians from remote communities of the warning signs of a heart attack, and what to do in the event.

The inherent challenge was to educate the target audience more comprehensively, moving beyond the common belief that ‘left-arm pain’ is the truest sign of a heart attack: the symptoms are numerous.

Additionally, the campaign addressed the low literacy rates of Indigenous Australians from remote areas, while carefully taking cultural sensitivities into account. In light of these insights, a pictorial solution was devised to work in conjunction with other executions, tested with the target audience in focus groups, and ensuring that the messages were relevant and easy to understand.

Healthy Together Victoria

Background

The Department of Health, Victorian Government, through the Healthy Together Victoria initiative aspire to build a preventative health system that provides opportunities for good health – everyday, everywhere and for everyone.

A component of their effort includes identification and response to local communities with poor eating habits and physical activity through environmental prompt campaigns.

Challenge

The challenge was to encourage the regional community of Eaglehawk to look for opportunities in the everyday to become more physically active.

Through collaboration with stakeholders, including local government and community groups it was identified that the residents have a strong sense of civic pride.

The idea was to develop a message of inclusiveness that would encourage the people of Eaglehawk to ditch their cars and experience their town by walking between places of interest.

Final deliverables included a series of footpath decals that were placed at points of interest throughout the town indicating the time it would take to walk between key landmarks.

Outcome

The campaign was launched by the Mayor of Greater Bendigo with an activation team handing out 5,000 rocket footballs to the residents.

The campaign has received local media coverage and residents have embraced the initiative.

Knives Scar Lives

Background

Weapons related violence in at risk demographics involving young males was on the rise.

In response, the Department of Justice were looking to develop a targeted campaign aimed at young males within areas with high rates of weapons violence.

Challenge

The challenge was to reduce the incidence of weapon related violence without coming across as authoritative.

The idea was to interview respected figures from each at risk area who had been affected by weapon related violence either as perpetrators or victims. Each figure shared their story around the dangers and consequences associated with weapons violence.

Final deliverables included a series of posters each unique to their local neighbourhood and a take away card with more information on the dangers and penalties associated with the issue.

Outcome

The campaign was launched with the assistance of professional boxers at a North Melbourne boxing gym and received press in the Herald Sun.

After an initial three-month media rotation the campaign was evaluated as a success and funded for a second round of media placement.

Gambler’s Help

Background

Research suggests that people who are moderately at risk and problem gamblers are aware of their situation, feeling shame and embarrassment. Worryingly, they believe that they can deal with it on their own without professional support.

The Department of Justice through Gambler’s Help, provide support for at risk and problem gamblers.

Challenge

The challenge was to persuade a difficult to engage audience to consider their behaviour and seek support to combat their gambling habits.

Through research and collaboration with the client it was discovered that gamblers were unaware of the tipping point where their gambling became a problem.

The idea was to build curiosity around this insight by prompting the audience to consider ‘How much is too much?’ with the answer, along with the means to contact Gambler’s Help support services displayed on a card they could take away.

Deliverables included a series of washroom posters and take away cards to be rolled out in gaming venues across Victoria targeting male, female and regional at risk and problem gamblers.

Outcome

The campaign has evaluated well, maintaining and exceeding previous benchmarks with over 50,000 cards taken each month on average over the duration of the campaign.

Choices

Background

In the past, the Department of Justice (DOJ) has funded print media campaigns in response to the fact that young adolescent males are not fully hard wired to comprehend the consequences of poor decision-making by informing them of the consequences of bad behaviour.

Utility Creative worked with DOJ with an idea to develop an interactive program to teach young males about making the right choices in life.

Challenge

The challenge was to devise a program to be rolled out in secondary schools in areas with high rates of youth violence that would engage the target audience and provide them with genuine insight into their decision-making.

The team collaborated with adolescent psychologists to write the program that consists of a range of audio and visual material including an interactive game facilitated by guest boxers such as Sam Soliman. The program helps young males understand their critical life-stage, and the difference between good, bad and ugly choices within the context of consequences.

Outcome

Since its launch, the Choices program has been rolled out to over 150 groups statewide. The program has evaluated positively with the majority of participants showing significant improvement in their awareness of the consequences of their actions. As a result the program has received three rounds of funding and additional programs have been developed based on the Choices model to target adolescent females and Koori males.

The program gained outside interest from the Collingwood and Western Bulldogs football clubs with Brownlow Medallist Dane Swan and Daniel Cross guest facilitating a number of sessions. The program was the theme of a Collingwood/Geelong clash at the MCG with Dane Swan featuring on the cover of the AFL Record for an article on the importance of good decision-making.

In addition the program has received press numerous times in the Herald Sun and The Age newspapers and on Fox Footy.

Liver Life

Background

Diagnosis and treatment options for hepatitis C have significantly advanced in recent years with the introduction of less invasive diagnostic technology and simpler treatment options.

The Kirby Institute together with the University of New South Wales have developed a free Fibroscan program to be rolled out in needle exchange centres to assess the liver health of at risk candidates.

Initial research with the target audience highlighted a lack of willingness to undertake such tests with participants citing that they were averse to finding out ‘bad news’ or had heard ‘horror stories’ from their peers about the invasiveness of older testing procedures.

Challenge

The challenge was to devise a campaign brand to persuade a sceptical and reluctant audience to take the test and get treated if diagnosed.

A unique visual language was developed and people from the target audience with hepatitis C or who had undertaken the test were photographed and filmed telling their stories.

The visual language and stories were tested amongst the audience to determine their effectiveness.

Final deliverables included a short booklet, a series of posters, a series of short videos and a website.