London-based charity organization that works on preventing gambling-related harm issues, GambleAware, has teamed up with M&C Saatchi agency. The two companies will work in tandem to develop and conceive a brand new safe gambling advertising campaign.

The UK government has green-lighted the initiative proposed by gambling industry groups and broadcasters for a major campaign concerning responsible gambling, with a budget of £5-7 million already approved. The extensive campaign should be running for two years.

GambleAware was asked to lead the campaign, based on their public health experience, the quality of their pitch that has impressed the members of the jury, as well as their thorough analysis and team's expertise. The board for overseeing this project was already appointed – it consists of representatives from Public Health England organization, as well as the Welsh Government's public health community and academic experts.

They will be supported by the creative genius of M&C Saatchi and they will deliver the public relations campaign. Saatchi, on the other hand, will have the logistic support by Atlas Partners. GambleAware will retain their partnership with 18 Feet and Rising agency for all of their other ongoing and future campaigns.

Interim Deputy Chair of Public Health England, Trustee and Chair of the Safer Gambling Campaign Board commented: “GambleAware is committed to reducing harms associated with gambling and to taking a public health approach. Advertising is an important part of raising awareness and we hope the campaign will play its role, in collaboration with other sectors of society.”

M&C Saatchi CEO, Giles Hedger, said: “We are delighted to be playing our part in the creation of a more mindful gambling culture in the UK. This is a new and important chapter in the ongoing balancing of market freedoms and public health.”

Source:

“GambleAware appoints M&C Saatchi to develop safer gambling advertising campaign”, gambleaware.org, June 22, 2018.