Campaign: McCann’s ‘Bet Regret’ For Gambling Foundation

Campaign: McCann’s ‘Bet Regret’ For Gambling Foundation
B&T Magazine
By B&T Magazine



The feelings of loss, guilt and regret are at the heart of the latest campaign for the Victorian Responsible Gambling Foundation, created by McCann Melbourne.

Titled ‘BetRegret’, the campaign features the experiences of real Victorian gamblers and aims to strike a chord with anyone who gambles, particularly during the Spring Racing Carnival.

The campaign kicks off with a 30-second TVC and 90-second web film, and also comprises of radio, press, digital and out-of-home advertising across Melbourne and regional Victoria.

‘BetRegret’ is in line with foundation’s increased focus on the prevention of problem gambling and is supported by new online tools including the Regret-o-meter, which punters can use to see what they could afford if they weren’t gambling.

Research shows the more frequently people gamble, the more likely they are to develop a problem, however most at-risk gamblers don’t believe their gambling behaviour is risky and tend not to monitor their own gambling.

Serge Sardo, chief executive of the Victorian Responsible Gambling Foundation, said: “We’re encouraging gamblers to pay attention to the negative emotions they may feel when gambling and use these feelings as a barometer to control their gambling.

“Our message is not about stopping gambling, it’s about being aware of how much you’re gambling and putting in place some measures to reduce that risk and ensure gambling remains fun.”

Pat Baron, executive creative director of McCann Melbourne, said: “It’s hard to reach at-risk gamblers as they don’t self identify as being at-risk. However, all at-risk gamblers recognise the feeling of regret when they bet more than they planned to lose and that’s a powerful, unifying truth.”

Credits:

Agency: McCann Melbourne
Executive Creative Director: Pat Baron
Senior Writer: Andrew North
Art Director: Dave Budd
Managing Director: Adrian Mills
Group Account Director: Alec Hussain
Senior Account Manager: Danielle Pollock
Agency Producer: Chelsea Nieper
Editor: Nathan Mallon

Production Company: Suitcase Murphy
Producer: Simone Adamson
Director: Sarah Jane Woulahan
Sound: Front of House

Client: Victorian Responsible Gambling Foundation
CEO: Serge Sardo
Manager, Community Education & Prevention: Simone Martin
Campaign Advisors: Nicholas Carrington & Louise Purcell

Media: Mitchell’s




Please login with linkedin to comment

Clemenger BBDO Sydney Havas Sydney media sales

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]