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

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

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.”


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

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