GambleAware seeks new creative agency to lead responsible gambling campaign
A new agency will lead the DCMS-ordered campaign after controversy around GambleAware’s previous adverts
GambleAware is looking for a creative agency to lead a new £7m awareness campaign aimed at gamblers at risk of becoming addicts.
The new initiative, ordered by the DCMS in October, will focus on young men that gamble online – the audience most at risk of developing problem gambling habits.
GambleAware said its search for a new agency would not affect its current working relationship with marketing firm 18 Feet & Rising, which was responsible for a controversial responsible gambling advert aired in March last year.
The ad was quickly banned by the Advertising Standards Authority (ASA) and led several operators to question GambeAware’s approach.
However, GambleAware CEO, Marc Etches, has promised the new campaign will be delivered without influence or pressure from operators.
“I make no bones about saying that if anyone should try and influence where and when the campaign takes place, or the direction it goes in, then Gamble Aware will simply walk away from it,” Etches said.
GambleAware fell £5m short of its £13m industry contributions target last year which has caused discussion about the introduction of statutory levy to help fund problem gambling initiatives.
DCMS asked the charity to take the lead on the two-year responsible gambling campaign following the government’s triennial review into the sector.