A little humour can go a long way when it comes to PSAs. M&C Saatchi UK’s new campaign for independent charity, GambleAware, and The Safer Gambling Board, has a little humour. It is built around a wrestler who saves people from Bet Regret, by wrestling them to the ground.
It is the second major campaign to launch as part of BeGambleAware and The Safer Gambling Board’s broader Bet Regret initiative, which promotes safer gambling, primarily among men aged 18 to 34, and is timed to coincide with the start of the football season.
The campaign’s two films were produced during lockdown using exceptional quarantine measures to allow physical contact with amateur wrestler Adam Kirby, who stars in the ads. They were directed by Vince Squibb through Academy Films and will run across TV, VOD, social and digital display, supported by radio activity.
The advice for bettors to “Tap Out” is part of a strategy to encourage adoption of a new, specific and easy to follow behaviour of pausing before placing a bet to get the much-needed time to think. M&C Saatchi researched a number of techniques together with Ipsos Mori, finding that closing the betting app for some time before placing a bet is the most effective way to help people avoid bets they regret.
Professor Sian Griffiths, chair of the Safer Gambling Campaign Board and GambleAware trustee stated, “The first year of the Bet Regret campaign had a positive impact on our target audience. We are looking to build on that success by influencing behaviour change through encouraging sports bettors to ‘tap out’ of their gambling app and take a moment to reflect before placing a risky, impulsive bet. This new campaign is designed to help fans steer clear of Bet Regret and reduce potential gambling harms.”
Matt Lee, deputy executive creative director, M&C Saatchi, added, “How can we encourage people to tap out of their betting apps and save themselves from those bets they’ll regret? Obviously, we enlisted the help of someone who knows a thing or two about tapping out. A man-mountain wrestler in a singlet with a weird beard. Whether in the pub or at home, he’ll be not very gently reminding bettors to not make mindless bets, and to ignore the league form of Dynamo Notaclu.”
Creative Agency: M&C Saatchi
Deputy Executive Creative Director: Matt Lee
Creatives: Danny Jones & Jordan Morris
Head of Film: Bruce McKelvie
Business Director: James May
Senior Account Manager: Jamie Roston
Senior Strategist: Carole Raeber
Head of Design: Andy Harris
Production Company: Academy Films
Director: Vince Squibb
Media agency: Goodstuff
Chief Executive Officer: Marc Etches
Communications Director: Zoe Osmond
Communications Manager: Jen Gould