Goals and objectivesGoals and objectives
Croatia is a small country of 4 million people where gambling, betting and lottery games are legal activities, of course excluding minors. But Croatia is also among those countries that are record holders when it comes to problems related to gambling compared to the European average. It is a well-known fact that 9% of Croats have problems with gambling and betting as well as this problem is more present among young people.
Compared to the European average of 4-8%, devastating statistics say that 13% of Croatian high school students have harmful psychosocial consequences related to gambling. Moreover, not enough is being done about this issue nor is the population aware of this addiction.
Therefore, the Croatian Lottery approached us. As a company with a long tradition of organizing gambling games and a long tradition of corporate social responsibility, they were aware of the gambling negative reputation and abuse among the population. The brand wanted to help reverse the negative trend of increasing addiction by encouraging people to recognize the addictive behavior and not perceive it as a stigma.
As Croatia's number one media house, we have constantly fought for awareness of important topics but the mission presented was quite challenging. On the starting point, we knew gambling addiction was a topic that wasn’t given much attention and was not 'introduced' to wider audiences. Therefore, we created a powerful online campaign using multiple channels to meet the goals.