Ghosting friends and family to play at the pokies? That's a sign.
The risks of playing the pokies is high, but often even the most dedicated players don’t feel like they have a gambling problem. So for Safer Gambling Aotearoa, we created a campaign that highlights the subtle warning signs of amongst gamblers, their family and friends. Collaborating with cultural experts, we created a multi-generational story drawing on Māori culture and values but grounded in universal truths. Warm, wise and relatable with a touch of humour, the central character, Nan, connected with the audience in a friendly, non-judgemental and mana-enhancing way.