Safer Gambling / Bet Regret


Safer Gambling / Bet Regret, GambleAware / Goodstuff
GambleAware had some serious obstacles ahead of them when looking to help the nation reduce the harm that problem gambling can do. Looking at a target audience of instinctively reckless young men and an enormous spend from the giants of the gambling industry and being only able to afford a 2.6% share of voice, smart planning based around a key insight was vital.

Having found brilliant academic research into message receptivity and the sports bettors’ emotional journey, Goodstuff built a multi-phased approach that included public media, personal media and partnerships. Early results show the success of the targeting approach and strong intent around behaviour change.