Brief: The Department of Justice required an identity and communications to support the launch of a new self regulation initiative for electronic gaming machine players. The new scheme gives pokie players the ability to track their game playing activity play through a card and technology installed across every pokie venue in Victoria.

Solution: Where previous self-regulation initiatives left pokie users feeling stigmatized, our core essence was designed to empower players and put control in their hands. We created the entire identity, pokie machine interfaces, user website, in venue communications, online content and a launch campaign encompassing film, radio, press and outdoor.
Campaign produced by Rod & Ed at the Icon agency.
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