GambleAware: How we outed and paused mindless betting

GambleAware, an independent charity, launched a campaign in the UK to encourage at-risk gamblers (ARG) to change their betting behaviour by thinking a bet through before placing it.

Campaign details

Brand: GambleAware Agency: M&C Saatchi

How do you get people to avoid a harm they don't see, by changing behaviours they don't think about? Surely one of planning's perennial dilemmas.

Over the past decade two things had happened; Britain introduced some of the most liberal gambling legislation in the world, and rapid technological change took gambling from the arcades and betting shops into people's pockets.

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