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Don’t cross the line: bringing the message to the masses

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The gambling industry is often associated with glamour, high rollers, opulent settings and the trappings of wealth. But there is an unintended danger, a side where people become addicted to the thrill, and have to dispose personal belongings including homes and cars to feed the addiction.

Few realise the extent of gambling addiction within South Africa, and it’s those living in developing communities that need the help the most, but are the hardest to reach. This is why the Eastern Cape Gambling and Betting Board (ECGBB) with Magnetic Storm has created its ‘Don’t Cross the Line’ road-show. The campaign launched in October 2014 and has visited Queenstown, Aliwal North, Matatiele, Bizana and Mthatha and is set to tour more Eastern Cape towns with gambling establishments.

A concept created by Magnetic Storm for ECGBB, the road-show targets developing communities, and consists of a number of activations. Competitions run on community radio stations on the lead up to the road-show coming to town, and listeners have to answer a question related to the campaign, to be in with a chance to win gift vouchers for local retailers. This is backed up by one-minute adverts, presenter mentions and interviews on the community radio stations. Their presenters are also used at the live activations, bringing a local and credible flavour to the promotions.

Providing logistics, technical, and media support, Magnetic Storm has enabled ECGBB to reach otherwise difficult or rural communities, that wouldn’t have had access to the education needed to encourage responsible gambling. It has been successful in increasing both the penetration and reach of the responsible gambling message. The campaign has achieved over 40 million customer exposures.

The feedback from the audience has been encouraging, and the message to only gamble within your means, and “not to cross the line” has successfully been driven home to the target market.

Due to end in October 2016, the road-show is planning to visit two more regions within the Eastern Cape, resulting in six more towns being educated.

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The Don’t Cross The Line Crew

Author: Kimberley Clare Ogden
Website: http://www.magnetic.co.za

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