GambleAware, the London based charitable organisation which focuses on preventing gambling-related harm and problems has announced a collaboration with the M&C Saatchi agency to conceive, develop, and create a brand new safe gambling advertising campaign.The plan, which has been given the green light by the UK Government, has an approved budget of between £5 and £7 million and is expected to run for two years.
Committed
Speaking of the agreement between the two parties, the Interim Deputy Chair of Public Health England and Trustee and Chair of the Safer Gambling Campaign Board said:“GambleAware is committed to reducing harms associated with gambling and to taking a public health approach.“Advertising is an important part of raising awareness and we hope the campaign will play its role, in collaboration with other sectors of society.”Giles Hedger, CEO of M&C Saatchi, added:“We are delighted to be playing our part in the creation of a more mindful gambling culture in the UK. This is a new and important chapter in the ongoing balancing of market freedoms and public health.”
Experience
In a press release, GambleAware explained why they chose the partners they did:“The decision to select M&C Saatchi was based on their previous experience in public health, the quality of their pitch and its fidelity to the brief, the depth of their analysis and the expertise of their team. It followed a competitive procurement process, independently facilitated by the Incorporated Society of British Advertisers (ISBA).”With the focus on responsible gambling and the protection of vulnerable gamblers being higher than it ever has been, news that these two parties will be pooling their resources to create a campaign designed specifically to target that issue is likely to go down well with campaigners.