Anglicare campaign urges Tasmanians ‘take back control’ from gambling addiction via Showpony

Not-for-profit organisation Anglicare Tasmania has partnered with Showpony to create a statewide campaign highlighting the insidious nature of gambling and the effect it can have on people, making it clear that there is help out there.

There is a stigma around gambling harm which delays people asking for help. In fact, only around 1 in 10 moderate risk and ‘problem gamblers’ end up seeking help. We’re even starting to see young 20-something men get into significant debt in a relatively short amount of time – finding themselves tens of thousands of dollars in the red and struggling to find a way out.

Anglicare Tasmania aims to reduce that stigma with a campaign that lets people who are experiencing gambling harm know they understand what they’re going through and are here to provide them with useful, judgement-free help to ‘Take back control’ of their lives.

Beautifully animated by studio Dirty Puppet, the central TVC features a testimonial that speaks to the relentless grip of gambling. The presence of restrictive, puppet-like strings throughout represent the hold and control gambling can take in every area of life, before they eventually dissolve away in a message of hope and optimism.

Says Parris Mesidis, executive creative director at Showpony: “From the start, it was important to us that we delivered a concept that removed the shame around gambling by distancing the person from the behaviour, and empowering those in the grip of gambling harm to take back control of their lives. We’re saying, “You’re not alone. Don’t be afraid to reach out. We can help you.”

The campaign is brought to life through TV and radio, with support from traditional paid media across outdoor, and digital via Showpony Media.

Says Trina Mangels, marketing operation manager at Anglicare Tasmania: “They have been an absolute pleasure to work with. Their willingness to fully lean into the project and learn about Gambling Harm and those affected by it has been inspiring. The result as you can see is brilliant and I can’t wait to see the campaign as it rolls out over the coming months.”

If you, or anyone you know is in need of help overcoming gambling harm, call Anglicare Tasmania on 1800 243 232 or go to anglicare-tas.org.au.

Client: Anglicare Tasmania
Bronwen Hayes – Chief Of Staff
Trina Mangels – Manager Marketing Operations

Creative Agency: Showpony
Parris Mesidis – Group Creative Director
Claudia Steven – General Manager
Nic Maumill – Creative Director
Micha Paderin – Associate Creative Director
Jermaine Rowe – Copywriter/ Senior Creative
Nathan Moore – Art Director/Senior Creative
Annika Turon-Semmens – Junior Art Director
Alex O’Neil – Agency Producer
Bryony Diggle – Senior Account Manager
Felipe Carrasco – Motion Graphics Designer

Media: Showpony Media
Melissa Roberts – Managing Director

Animation Studio: Dirty Puppet
Animation Director: Cameron Gough
Animation & Illustration Lead: Taryn Borgord
Additional Animation: Jon Asquith
Additional Illustration: Leslie Webster
Sound Production: Abe’s Audio