The goal
Develop a campaign for the Tuscany Region capable of raising awareness on gambling addiction, maintaining an institutional tone and including the freephone helpline number. Produce communication that was clear, direct and respectful — without resorting to moralising language or shocking imagery that might drive audiences away rather than engage them.
Our response
Start from what actually draws people to gambling: the promise of quick entertainment, immediate excitement and the chance of a win. In everyday life, however, this promise proves fragile and short-lived. Reframe the brief, focusing on a message that is direct, emotional and accessible to everyone. Find a language capable of showing — without judging — what gambling so often conceals.
The “Dura Poco” (“It Doesn’t Last”) concept grew from a simple observation: the allure of gambling is fleeting — and the very objects we use to gamble tell that story. A series of visuals was developed showing slot machines, scratch cards and mobile games that are deteriorated, worn out or distorted — almost as if revealing their true nature. A spare headline, strong but non-aggressive images, clear copy with the helpline number prominently displayed: the communication system is designed to be immediately legible, coherent and memorable. The entire campaign confronts audiences with a simple, undeniable truth: gambling promises a lot, but it doesn’t last.
The campaign spans multiple formats and channels: OOH, social media advertising, institutional copy with the helpline number featured prominently, social and editorial asset kits, video production and a radio spot. Every execution belongs to a single coherent visual structure.
