McCann launches 'provocative' child gambler ad campaign
McCann Melbourne creative John Mescall, who conceived the Dumb Ways to Die campaign, has launched a hard hitting gambling awareness campaign featuring a fictional betting agency aimed at children.
KidBet, a campaign for the Victorian Responsible Gambling Foundation is intended to highlight the absurdity of putting young people and gambling together.
“The ad is deliberately provocative because there appears to be a misplaced complacency around the issue,” said Foundation CEO Serge Sardo.
“Many parents are unaware of how the gambling environment has changed with gambling more accessible and prominent than ever before.”
McCann executive creative director John Mescall said: “Research shows that young people are at risk of developing gambling problems because they may not understand the risks of gambling and are less able to resist advertising messages.
“Placing a kid front and centre in this campaign by making him an ambassador tackles this challenge head on.”