Australians are the biggest gamblers in the world per capita. Young men are the most at risk, but they do not consider their behaviour ‘risky’. Similarly, young construction workers do not respond to the ‘problem gambler’ label and dismiss responsible gambling messages as not relevant to them. 

Our research showed that the messaging and creative approach used in traditional responsible gambling advertising does not challenge the gambling industry’s effective use of entertainment, particularly humour and peer pressure, in their advertising. ​

This Claymation advertising series stars ‘Doug the Mug’, a nice young bloke whose online betting cost him the respect of his mates, a potential partner and his dream ute. But Doug’s journey had only just begun and over the course of the campaign, he tackles his gambling problem, gets the girl and the car, and becomes a mentor for an apprentice, ‘Bruce the Goose’.​

This campaign strikes a tone that disarms the audience, making them more receptive to the ‘responsible gambling’ message. We used humour to provoke self-reflection in a way that is non-threatening, promotes help-seeking, and ‘norms’ new behaviour. Claymation was used to address the risk of stigmatisation as this medium can create a useful distance for youth audiences when engaging them in difficult conversations and behaviour change.​

The campaign delivered record reach to the target audience for Incolink and the work has been nominated for several awards.

Australians are the biggest gamblers in the world per capita. Young men are the most at risk, but they do not consider their behaviour ‘risky’. Similarly, young construction workers do not respond to the ‘problem gambler’ label and dismiss responsible gambling messages as not relevant to them. 

Our research showed that the messaging and creative approach used in traditional responsible gambling advertising does not challenge the gambling industry’s effective use of entertainment, particularly humour and peer pressure, in their advertising. ​

This Claymation advertising series stars ‘Doug the Mug’, a nice young bloke whose online betting cost him the respect of his mates, a potential partner and his dream ute. But Doug’s journey had only just begun and over the course of the campaign, he tackles his gambling problem, gets the girl and the car, and becomes a mentor for an apprentice, ‘Bruce the Goose’.​

This campaign strikes a tone that disarms the audience, making them more receptive to the ‘responsible gambling’ message. We used humour to provoke self-reflection in a way that is non-threatening, promotes help-seeking, and ‘norms’ new behaviour. Claymation was used to address the risk of stigmatisation as this medium can create a useful distance for youth audiences when engaging them in difficult conversations and behaviour change.​

The campaign delivered record reach to the target audience for Incolink and the work has been nominated for several awards.