The Office of Responsible Gambling launches the multilingual campaign “The number that changed my life”


The Office of Responsible Gambling launched the “The Number That Changed My Life” campaign to raise awareness of the signs of gambling-related harm and the support available to culturally and linguistically diverse audiences.

The announcement:

“Gambling is a problem for people from all walks of life, however, research shows that people with an immigrant background face different issues and significant barriers to seeking help.” Natalie Wright, director of the Office of Responsible Gambling (the Office), said. Gambling doesn’t just affect players; it also has an impact on their loved ones. It’s important to let people know that if they’re affected, there’s support for them too.”

LOUD created the campaign based on insights from an extensive research program and extensive consultations with gaming advisors who work with multicultural clients and those impacted by gambling.


“We are delighted to be able to market this next phase of the campaign. The scope and impact of gambling-related harm most often extends beyond the individual to loved ones, so it was essential to get our message across well for every audience we need to reach. The result is a campaign showcasing success stories to inspire hope and encourage the public to

ask for help and reaffirm that asking for help can change their lives. said Lorraine Jokovic, CEO of LOUD.

LOUD and Identity Communications collaborated to execute the campaign in the complex multicultural media landscape.

“We worked with LOUD to ensure that the message for this new audience was compelling in multicultural media. We have engaged multicultural community groups and other key stakeholders to help spread the message and reassure our audience that there is no shame in asking for help,” said Thang Ngo, managing director of Identity Communications.

Bespoke campaign creatives were developed for the Chinese, Arab, Vietnamese, Korean and Indian communities. The campaign will be broadcast across all media channels, including ethnic press, radio, television, digital, online video and display, and will be supported by community engagement initiatives.

other assets

Hindi –

Vietnamese –

Korean –

Mandarin –

Cantonese –

Arabic –


Client: Responsible Gambling Office, Government of New South Wales

Agency: LOUD

Media: identity communications

Produced by: Robinson Entertainment

Post-production: White chocolate

Source: LOUD Communications Group


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