Australians lose $31.5 billion to gambling every year – the highest per capita in the world. The issue is extensive, undeniable and wreaking havoc in communities, yet the saturation of advertising, particularly during live sport, continues to set Australians up for future losses. Concerningly, awareness of the real harm that can come from gambling is acknowledged to be dangerously low within the communities most likely to regularly gamble.
People involved in community football clubs, particularly young men aged 16 to 35, have been identified as some of those most likely to gamble, and to gamble regularly. The competitive culture of football clubs has normalised gambling participation through punters clubs, which are perceived as “bonding” activities, and peer influence. The availability of online gambling platforms, algorithms developed through AI, and targeted advertising has further perpetuated this issue.
Recognising the harm caused by online gambling in amateur football communities, the Adelaide Footy League, Victorian Amateur Football League and Perth Football league formed a unique tri-state to develop an Australian-first program to raise awareness of the real harm that can come from online gambling. Developed by community for the audiences it was designed to protect, relevancy of the program was ensured. Named ‘The Real Stakes’, this program was supported by lived experience experts, academic researchers and expert community engagement facilitators to align the program with public health best practice.
With more than 208 affiliated clubs, 900 teams and 36,000 registered players, supported by an estimated 9,000 volunteers, these leagues provide a uniquely powerful platform to engage local communities on issues that extend beyond sport.
Over the course of five months, The Real Stakes engaged community football clubs across Perth, Melbourne and Adelaide through a series of information sessions and webinars designed to challenge the normalisation of gambling and initiate the beginnings of long-term cultural change.
We were briefed to achieve four major goals:
- Raise awareness of the real harm caused by online sports gambling within football communities;
- Provide support and practical tools to those most at risk – men aged 16 – 35;
- Initiate cultural change within community football clubs; and
- Gain awareness that gambling needs a seat at the issues table.
Along with execution across social media, a website and resources for clubs, we had to consider including how ‘The Real Stakes themed round’ would be branded in our approach.
Working closely with program stakeholders, we sought to develop a program that leveraged learnings from the outcomes of other organisations and campaigns in this space.
I ran the strategy workshop, developed naming and tagline options and was the lead designer, animator and art director for the project.
