Gamble Aware has put its chips down with the largest ever national public health campaign for safer gambling, harnessing humour to reach out to problem gamblers who are often harbouring ‘Bet Regret’.
Devised by M&C Saatchi, the promotional push seeks to reach young men considered to be at greatest risk of developing a gambling addiction — by fostering greater self-reflection on the feelings of regret that arise from impulsive betting while drunk, bored or chasing losses.
One spot depicts a furtive gambler slinking off to the kitchen to place a sly bet on his phone away from the prying eyes of his partner, only to find himself teleported to QPR’s Loftus Road stadium where he is questioned by BT Sport’s Matt Smith and former Welsh internationals Dean Saunders and Danny Gabbidon.
Justin Tindall, chief creative officer at M&C Saatchi, commented: “We’ve all done it. Placed a bet that seems like a good idea at the time — usually when you’ve had one too many, have got time to kill or are chasing a losing streak. And these days, it’s never been easier. A couple of taps and before you know it you’ve got a tenner on a midtable clash in the Korean K League. This campaign aims to mirror the behaviours of its target audience while introducing them to Bet Regret; that uneasy feeling you get when you place a bet without really thinking it through.”
The first of three television ads will be aired the Manchester United vs Liverpool Premier League match on 24 February.