We loved working with Department of Infrastructure, Transport, Regional Development, Communications, Sport and the Arts to support them to educate parents and carers about classification changes to video games with gambling-like content.
Research shows links between gambling-like content in video games and problem gambling, emotional and mental health impacts. New classifications have been put in place to help parents and carers spot potentially harmful content and make informed choices about the games their kids play.
We used a desktop scan, market research and additional focus groups and one-on-one interviews to develop an evidence-informed Public Relations strategy. The Strategy used the EAST (Easy, Attractive, Social and Timely) principles to ensure that communication tactics and resources would best reach parents, carers and grandparents of kids at different ages.
A key part of our strategy was to develop stories from parents, grandparents and kids about gambling in gaming. We also worked with experts to get their take on the issue – including presenter and video game critic Rad Yeo, Parenting educator Gen Muir and Psychology Professor Matthew Rockloff. This content was developed into videos and written stories but also woven through key resources to help bring them to life.
We also developed a series of resources including a conversation guide to support parents to chat to their kids in age-appropriate ways, an animation, info sheets, poster, visual storyboard and stakeholder toolkit.
We worked with media expert Kristen Zotti from Zotts and Co to develop and execute a successful media strategy which included securing multiple television pieces, national newspaper coverage and impressive radio circulation featuring human interest pieces from parents and parenting experts.
To support parents and carers get across the issue we produced a webinar including expert panellists – including Steven Thomson Classification Board Director, Gen Muir Parenting expert and educator, Sarah Davies CEO at Alanah Madeline Foundation and Lorraine Finlay Human Rights Commissioner. We also developed a short ‘key take aways’ edit of the webinar to support time-poor parents and carers.
We are proud of the work we’ve done to support the Department to educate parents and carers about this important issue.
We provided strategic communication support including development, testing, implementing and evaluating a Public Relations strategy to help parents and carers understand new changes to classifications of video games with gambling-like content.
The Social Deck acknowledges the traditional custodians of Country throughout Australia and recognises their continuing connection to land, waters and community. Our staff live and work on the lands of many First Nations peoples, including the Gubbi Gubbi or Kabi Kabi people, the Turrbal and Yuggera people, the Bundjalung people, the Ngarigo and Ngunnawal people and the Wadawurrung people. These peoples have lived on and cared for these lands for thousands of generations, and their sovereignty has never been ceded. We pay our respects to them and their cultures, and to elders past and present.
The Social Deck acknowledges the traditional custodians of Country throughout Australia and recognises their continuing connection to land, waters and community. Our staff live and work on the lands of many First Nations peoples, including the Gubbi Gubbi or Kabi Kabi people, the Turrbal and Yuggera people, the Bundjalung people, the Ngarigo and Ngunnawal people and the Wadawurrung people. These peoples have lived on and cared for these lands for thousands of generations, and their sovereignty has never been ceded. We pay our respects to them and their cultures, and to elders past and present.
