GambleAware Bet Regret

​We created safe gambling campaign Bet Regret for charity GambleAware to raise awareness of impulsive betting in order to encourage moderation and reduce gambling-related harm. Bet Regret describes the universal feeling of remorse sports bettors often get when they make an impulsive bet.

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Jun 26, 2019
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We created Bet Regret, a safe gambling campaign for independent charity GambleAware, designed to raise awareness of impulsive betting in order to encourage moderation and reduce gambling-related harm.

Bet Regret describes the universal feeling of remorse sports bettors often get when they make an impulsive bet – the kind of bet that bettors say they will know they will kick themselves for the moment they made it.

The campaign aims to encourage self-reflection among a target audience estimated at 2.4m men aged 16-34 who gamble regularly on sport, mainly online -as well as help their friends and partners recognise the signs of Bet Regret. It is focused on stopping people being drawn into more problematic gambling behaviour. 

It blends an initially light-hearted tone with a serious message, identifying the environments and situations that can lead people to make ill-considered bets, helping them think twice. Each creative finishes with the endline, ‘You’ll Bet Regret It’.

One spot features an inebriated man in a kebab shop toying with the idea of betting on a central American Cup fixture. He is instantly transported to a TV studio in Panama where he is mocked, in Spanish, by the local pundits for his lack of knowledge of the teams involved.

The final spot, focused on horse racing, sees a bored office worker making a bet from the toilet. He is then shocked to find himself in the commentary studio, still seated on the loo, being quizzed on decision to place a bet.

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M&C Saatchi

BRUTAL SIMPLICITY OF THOUGHT. It’s easier to complicate than simplify. Simple ideas enter the brain quicker and stay there longer. Brutal Simplicity of Thought is therefore a painful necessity.

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