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.