McCann Melbourne is behind an ad campaign in Victoria that is putting the spotlight o gambling and young people.

KidBet, a campaign for the Victorian Responsible Gambling Foundation, features a 12-year-old boy promoting a fictional gambling agency – for kids.

Foundation CEO Serge Sardo said the campaign highlights the absurdity of putting young people and gambling together.

“The ad is deliberately provocative because there appears to be a misplaced complacency around the issue,” he said. “Many parents are unaware of how the gambling environment has changed with gambling more accessible and prominent than ever before.”

McCann executive creative director John Mescall added: “Research shows that young people are at risk of developing gambling problems because they may not understand the risks of gambling and are less able to resist advertising messages. Placing a kid front and centre in this campaign by making him an ambassador tackles this challenge head on.”