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B&T > Advertising > McCann introduces a child gambler
Advertising

McCann introduces a child gambler

Staff Writers
Published on: 11th October 2013 at 11:29 AM
Staff Writers
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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.” 

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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