Each year almost 40,000 South Australians engage in moderate to high-risk gambling, with the effects of their behaviour taking a toll on the wider community.  

Gambling harm is commonly thought of as only financial. However, there’s a point when gambling shifts from a pastime to a problem, which can often be identified by small, subtle changes in behaviour, attitude, even appearance.  

Low risk gamblers think of their pastime as a ‘bit of harmless fun’. We wanted to hold a mirror to them, so they could recognise the harm they could be doing to themselves or those around them.

The campaign shows how gambling can creep into your life and your thoughts, well after you’ve placed your last bet. We wanted to challenge the audience’s perception of ‘gambling harm’ and provide a strong call to action, so that if they can check their behaviour before it becomes an issue. 

This campaign has been well received by client and stakeholders.  The aim of this campaign will be a reduction in low-risk gamblers transitioning to medium and high-risk behaviour. We’re confident that this will be reflected in upcoming Department of Human Services data.