Red Flag Moments
A separate campaign exploring the emotional and real-world consequences of gambling addiction for the people closest to those affected.
- Gambling addiction awareness
- 2009
- Concept DevelopmentArt DirectionCopywritingCampaign strategy
The problem
The person gambling isn’t the only one with something to lose. Gambling addiction reaches into relationships, affecting partners, family and friends. Their experience needed to be heard.
The thinking
Make the consequences personal. “Red Flag Moments” uses the intimacy of a letter to tell the story through someone close to the person gambling. A daughter, a friend, a wife. Each relationship gives the issue a voice—and someone worth listening to.
The films
Three letters. Three relationships affected by gambling addiction.
The result
The campaign saw a 31% increase on the help line.
