GambleAware
GambleAware is the leading national charity working to improve public awareness of gambling as a health issue. Our role was to raise awareness of both the issue but also of the charity itself across a variety of campaigns.
If you’ve ever known someone with a problem, you know it’s best not to lecture them. Instead for one campaign we tapped into that most powerful of instincts – rebellion. By positioning the ‘voice of gambling’ as a sinister, manipulative force, we were able to motivate young problem gamblers to get help.
Calls to the hotline increased 27%, driven in large part by friends concerned their peers had fallen victim to the ‘voice’.
This was followed by the launch of #CanWeHaveOurBallBack, raising awareness of the relationship between football and gambling, in particular how the volume of gambling related marketing around football is normalising gambling for children.
Part of a larger brand repositioning project, we created the brand and campaign identity, campaign collateral and film content, directed by BAFTA nominee Scott Lyon.