Date: Jul 2020
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BeGambleAware, the initiative from independent charity GambleAware and The Safer Gambling Board, whose mission is to keep people safe from gambling harms, has launched a tactical campaign starring ex-England international goalkeeper David James MBE, as it seeks to help people keep ‘Bet Regret’ in check following the return of the Premier League.

The push was created in partnership with creative agency M&C Saatchi and is part of BeGambleAware and The Safer Gambling Board’s broader ‘Bet Regret’ campaign, which promotes safer gambling, primarily amongst men aged 18 to 34.

With football returning to our screens, and a packed schedule of fixtures, M&C Saatchi and GambleAware recognised that excited fans might be more susceptible to placing lots of impulsive bets, potentially leading to feelings of regret.


Client: GambleAware

Zoë Osmond - Communications and Engagement Director

Jen Gould – Communications Manager

Creative agency: M&C Saatchi

James May – Business Director

Jamie Roston – Account Manager

Danny Jones – Creative

Jordan Morris – Creative

Matt Lee – Executive Creative Director

Bruce McKelvie – Head of TV – Agency Film Producer

Production company: Electric Robin

Kevin Batchelor - Director

Ross Brandon – Co-founder and Producer

Media agency: Goodstuff