Senet Group: How Planning got millions of people to approach gambling more responsibly

Ollie Gilmore

Campaign details

Client: Senet Group
Agency: The Corner
Brand: Senet Group

Summary: How Planning got millions of people to approach gambling more responsibly

The easiest way to measure Planning's influence might appear to be by counting the number of people affected - breadth of change equalling level of clout. But true influence is also a question of intervening when the bond to current behaviour is particularly strong - when outside attempts at influence seem unlikely to have any effect.

This paper more than fulfils either criteria.

This is a case study about the first ever 'responsible gambling' campaign from the gambling industry's new self-regulation body.1 A task of dealing with one of the UK's most pre-eminent social and political issues.