Read our new manifesto

GambleAware: Tap Out by M&C Saatchi

Date: Sep 2020
Your Vote
Overall Rating
Opps, please vote again
21 votes

Independent charity GambleAware and The Safer Gambling Board, whose mission is to keep people safe from gambling harms, have launched a campaign aiming to encourage people to pause and reconsider before they place a bet they may regret.

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

Timed to coincide with the start of the football season, the campaign includes two films featuring people who are about to place ill-considered bets. The unsuspecting gamblers are each interrupted by a wrestler, who pins them down until they agree to ‘tap out’ of their betting apps, saving them from Bet Regret.

The campaign was produced during lockdown using exceptional quarantine measures to allow physical contact with amateur wrestler Adam Kirby, who stars in the ads.


BeGambleAware “Tap Out” credits

Client: GambleAware

Marc Etches - CEO

Zoe Osmond – Communications Director

Jen Gould – Communications Manager

Creative agency: M&C Saatchi

Matt Lee - Deputy Executive Creative Director

Danny Jones - Creative

Jordan Morris - Creative

Bruce McKelvie - Head of Film

James May - Business Director

Jamie Roston - Senior Account Manager

Carole Raeber - Senior Strategist

Andy Harris - Head of Design

Production company: Academy Films

Vince Squibb - Director

Media agency: Goodstuff