As the 2025 Australian Federal Election enters its final stretch, the Alliance for Gambling Reform’s press release powerfully captured national attention, framing youth gambling as a critical and urgent issue that demands immediate political action.
Beyond its message, the press release was expertly timed - distributed under embargo on a Friday afternoon and released on Monday morning - giving journalists ample time to prepare, pitch for exclusives, and ensure maximum exposure as newsrooms ramped up for the week. This classic yet highly effective PR strategy, combined with a strong, timely news angle, ensured top-tier media pickup and boosted visibility.
Press releases
https://journalists.medianet.com.au/Release/1024494/7833837
Here’s why it was selected:
Timeliness and political relevance
With federal election campaigning in full swing, this release squarely aligned with a key voter concern: protecting young Australians from harmful corporate influence. By linking its message to the findings of the Murphy inquiry and calling on election candidates to adopt its recommendations, the release became more than an advocacy piece - it became a political litmus test. In election cycles, timing is everything, and this release seized the moment perfectly.
Importantly, the release was apolitical, adopting a bipartisan tone by calling on all candidates, regardless of party affiliation, to commit to the 31 recommendations from the Murphy Inquiry. It carefully avoided naming or shaming any political party, focusing instead on the urgent need for cross-party action to protect young Australians. In a polarised election environment, this neutral and solutions-focused stance made the message even more powerful and broadly appealing.
Shocking, newsworthy data that demands action
The headline figure - 600,000 underage Australians gambling - was both shocking and newsworthy, immediately drawing attention from media and policymakers. The release went further, contextualising the crisis with jaw-dropping comparisons: Australia's total gambling losses rival the entire Northern Territory economy, and exceed those of Las Vegas. These powerful statistics created a visceral, easily relatable narrative essential for front-page news and broad media pickup. Numbers like these make the scale of youth gambling in Australia impossible for the public and political leaders to ignore.
Human impact and emotional resonance
Through quotes from frontline advocates like secondary school teacher Matthew Sekfy and Alliance CEO Martin Thomas, the release gives a human face to the problem. By comparing the number of teenage gamblers to "filling the MCG six times over," it emotionally anchors the statistics, creating an influential image. Great communications drive empathy; this release excels at doing so.
Strong, credible advocacy linked to research
The power of the press release was amplified by its reliance on robust, independent research from the Australia Institute. By aligning its message with a respected think tank and echoing the findings of the Murphy Inquiry, the Alliance built a well-supported, bipartisan case. This credibility helped the release stand above more speculative or partisan pieces, making it a trusted source for journalists and a compelling prompt for political engagement.
Clear, compelling call to action
Effective advocacy communications leave no doubt about what needs to happen next. The Alliance’s press release issued a specific call to action: urging all political candidates to commit to the 31 recommendations of the Murphy Inquiry, including a full ban on gambling advertising. The call to action was clear, achievable, and politically pressing - a textbook example of how to mobilise media, public opinion, and political will at a crucial moment.
In a crowded election environment, the Alliance for Gambling Reform’s press release didn’t just rise above the noise, it commanded national conversation. It stands as a model of strategic timing, emotive storytelling, and impactful advocacy, making it our clear choice for Press Release of the Month as Australia approaches a pivotal election.
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