Early July saw new creative promoting BeGambleAware, the current marketing and communications initiative from independent charity GambleAware and The Safer Gambling Board.
The organisation, whose mission is to keep people safe from gambling harms, launched the campaign starring ex-England international goalkeeper David James MBE in the first week of July.
The tactical campaign aims to help people keep ‘Bet Regret’ in check following the return of the Premier League.
The work, which primarily runs across social media, is spearheaded by a hero spot amplified across both the organisation’s own channels and on James’ own social platforms.
Can there ever be too much football….maybe! It’s easy to make impulsive bets. Think twice and avoid #BetRegret@BeGambleAware pic.twitter.com/YilmzdgsV1
— David James (@jamosfoundation) July 8, 2020
The work was created in harness with creative agency M&C Saatchi and is part of BeGambleAware and The Safer Gambling Board’s umbrella ‘Bet Regret’ campaign which promotes safer gambling and primarily targets men aged 18 to 34.
The campaign was created for the marcoms team at GambleAware led by Communications and Engagement Director Zoë Osmond and Communications Manager Jen Gould by a group at agency M&C Saatchi which included Business Director James May, Account Manager Jamie Roston, Creatives Danny Jones and Jordan Morris, Executive Creative Director Matt Lee and Head of TV/Agency Film Producer Bruce McKelvie.
The production company was Electric Robin, the director was Kevin Batchelor, with producer Ross Brandon an the media agency was Goodstuff.
Outcome:
In the first week since it was posted on 3 July it has notched up a solid 63k+ views including 62k on Facebook, 1.5k on Twitter and 200 on YouTube.
Comment:
As football returns to UK television screens with a tidal wave of matches as the leagues scramble to finish off their late running seasons – delayed by the pandemic – the timing of the launch seeks to engage those fans/punters who might be more susceptible to placing lots of impulsive bets.
Links:
GambleAware
https://www.begambleaware.org/
https://www.youtube.com/channel/UCC5ZiUI7Bmhc-xQcRysOEGA
https://twitter.com/begambleaware
https://www.facebook.com/BeGambleAware/
https://about.gambleaware.org/
https://twitter.com/GambleAware
https://www.linkedin.com/company/responsible-gambling-trust/
M&C Saatchi
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