Pushing Safer Gambling Week further than ever before
Raising awareness to combat problem gambling
4,783,000
TOTAL REACH
When we think of problem gamblers, the stereotype is to think of the middle-aged man spending too long down at the bookies.
But COVID19 and lockdown changed the face and behaviour of problem gamblers. Women were reported as problem gamblers at twice the rate of men.
During lockdown, we aimed to reach potential problem gamblers and those close to them. Our goal was to show them the signs of a developing gambling problem by incorporating the element of surprise, using a recognisable face to spread the word.
We chose Gemma Collins, well known reality TV star in the UK. Together, we developed and released a fake fragrance teaser ad.
