Campaign details
Brand: GambleAwareAgency: M&C Saatchi
How do you get people to avoid a harm they don't see, by changing behaviours they don't think about? Surely one of planning's perennial dilemmas.
Over the past decade two things had happened; Britain introduced some of the most liberal gambling legislation in the world, and rapid technological change took gambling from the arcades and betting shops into people's pockets.
As a result, frequent betting had become a normalised part of everyday life and over 2 million people were at risk from what they perceived as completely normal behaviour. They didn't...