Stop The Chase
 

In virtually every aspect of our lives we are told to persevere; if we fall down get right back up and try again.  Although this is good advice in most cases, it is exactly the wrong behaviour when it comes to gambling.  Persevering in gambling only leads to chasing loses and a vicious cycle that can lead to a serious gambling problem.

 

As part of an integrated campaign, that included print and TV, our web site further extended  "Stop the Chase" conceptually. The homepage prompts the user to "scroll down to get to the website". The user is caught in an infinite loop of scrolling, deeper and deeeper... and receives words of encouragement, similar to those you tell yourself when chasing your losses gambling. When the viewer finally gives up, and clicks the escape button,  they are them taken to the real stopthechase.ca website. Once on the "real" site, they are reinforced with the message, that "perseverance doesn't always pay". The simple information site leads the viewer through education and tools that encourage gamblers to "stop the chase".