With gambling being a major issue amongst the indigenous communities, there was a need for a targeted responsible gambling program. In response, Fresh created ‘Mob Day’ to celebrate the proud indigenous culture, whilst raising awareness of the healthy alternatives to gambling.
The Office of Racing and Gaming is part of the Victorian Department of Justice and works closely with a number of indigenous community organisations and consultancies.
To engage the hard-to-reach indigenous market with a range of serious communications to highlight simple and accessible alternatives to the issue of problem gambling.
Fresh decided that the best way forward was to highlight the positives, and so focus on social connections with family, friends and the broader community. It was also important that the communications be seen as an interesting and useful resource, so it was something that people within indigenous communities would look forward to receiving.
Utilising this strategy, Fresh developed the ‘Mob Day’ concept, encouraging people to seek an alternative to gambling through getting together with friends and family and celebrating their unique culture.
Fresh then created the tag line ‘Any day can be Mob Day’ and visual identity for the program. From there, a website was also developed, as were a range of communication materials including a newsletter template for each region, posters, and a number of promotional items.
“Not only is their creative work outstanding, Fresh are also great with people. They worked closely with our partners from the VACSAL Aboriginal Gambling Awareness Service to consult with Aboriginal communities across the state. They were always respectful and flexible and the communities are extremely happy with the end results.”
Jo Argent – Online Communication AdviserDepartment of Justice