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By Ishbel Macleod, PR and social media consultant

March 26, 2013 | 1 min read

The Victorian Responsible Gambling Foundation has unveiled an integrated campaign entitled the 100 Day Challenge, with addiction counselling service Turning Point and McCann Worldgroup Asia Pacific.

There are an estimated 30,000 people who experience gambling problems in Victoria, with this campaign fronted by four Victorians who have problem gambling histories, including former AFL footballer Daniel Ward.

McCann executive creative director John Mescall said: “This is a really important campaign for a lot of reasons. People struggling to fight their gambling problems need to know they’re not alone, but more than that they need to know that there are effective support mechanisms to help them every step of the way. This campaign is quite unique in that it not only informs, it also provides very real support through the online tools we’ve created.”

While the campaign will centre around a specially created website, it is also set to include a 45-second TVC, radio, press, print, cinema advertising, digital banners and in-venue posters.

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