The Choice Not Chance campaign seeks to motivate at-risk gamblers aged 18 to 34-years-old to check their gambling. The approach is designed to be especially meaningful for groups who are particularly affected by gambling harm. This includes Māori and Pacific peoples, as well as people who regularly bet on pokies, racing or sports. Many people in these groups may have never thought about whether their gambling could be having negative impacts for them or their loved ones.
The campaign shows likeable gamblers in common situations. Each storyline is designed to prompt discomfort to motivate self-reflection and future action: “Is your gambling still just for fun? Take the Quiz, or txt the Gambling Helpline on 8006.”