Pokie players often feel stigmatised and are highly cynical about any initiative designed to regulate their gaming activity. So when the Department of Justice introduced a new initiative to help players keep track of the time and money lost, it was vital the scheme could not be seen as a kill-joy or anti-gambling. We came up with a name and communications to promote the concept of empowerment and how control over gaming activity can be in the hands of the player. 

A user-friendly website and digital kiosk applications were designed to aid the adoption and continued use of the card. The campaign was launched and rolled out across outdoor posters, transit advertising, press, radio, YouTube videos, and digital media within pokey venues.

Campaign by Rod and Ed Bechervaise at Icon Agency.