The Victorian Gambling and Casino Control Commission (VGCCC) has launched new work via The Royals highlighting how gambling apps use offers and bonus bets to encourage young men to gamble more than they planned. The ads show how setting betting limits before they start can help people stay within a planned spend, and in control.
The campaign’s lead character is Dumb Thumb – a rebellious, trigger-happy digit with a habit of placing impulsive bets on absolutely anything.
When people get caught up in the moment, they’re not making decisions with their heads. They’re making decisions with their thumbs. From football matches to obscure overseas sports, Dumb Thumb can’t help itself. If there’s a market available, it’s having a crack.
That’s the idea behind ‘Dumb Thumb’, the first campaign created by The Royals since being appointed by the VGCCC.
Across TV, outdoor, radio, social and digital, the behaviour change campaign encourages people to set limits before they bet, including on how much and how often they bet, as well as the number of gambling products they use.
Andrew Siwka, Founder and Managing Partner at The Royals, said the campaign is designed to feel supportive and non-judgemental, which is why we brought a thumb to life: “Dumb Thumb takes a behaviour people instantly recognise and turns it into something visual, entertaining and hard to ignore. The campaign is designed to make setting limits feel smart and not restrictive, giving people confidence and control.
“Dumb Thumb parodies the codes of betting advertising, turning familiar, matey, pub-and-punt scenes into absurd battles with rogue betting thumbs.”
Research from the Victorian Population Gambling and Health Study reports that while fewer people are gambling, harm is rising. And young people, particularly young men, are being hit the hardest.
The VGCCC is Victoria’s independent regulator, ensuring the integrity, safety and fairness of Victoria’s gambling industry. It is focused on minimising the harm caused by gambling, ensuring gambling activities are provided safely and fairly, and holding gambling operators to account against their social licence and regulatory obligations.
Credits:
Client: Victorian Gambling and Casino Control Commission
Creative Agency: The Royals
Production: Cousin
Director: Ariel Martin
Post House: ARC
Music/Sound: Rumble
Media: Omnicom
