GambleAware: Bet Regret – Tap Out

GambleAware, a charity working to minimise gambling-related harm, encouraged bettors in the UK to take time out and think about their bet before placing it.

Campaign details

Agency: M&C SaatchiClient: GambleAwareCampaign Name: Bet Regret: Tap Out

Persuading risky sports bettors to place less impulsive, heat-of-the-moment bets they later regret.

Strategy

While a relatively small number of people - around 400,000 - experience a gambling disorder, there are around 2 million people experiencing small amounts of financial and mental harm; they are at risk of something more serious developing.

Research showed that although risky bettors see themselves as calculated, they often place impulsive bets they didn't think through and which they regret instantly.

To make matters more complicated, the audience wouldn't...

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