GambleAware partners M&C Saatchi on new campaign

UK-based industry charity GambleAware has appointed the M&C Saatchi agency to develop a new safe gambling advertising campaign.

The campaign will run for two years and operate with a budget of between £5m (€5.7m/$6.6m) and £7m, based on proposals put forward by both broadcasters and gambling industry groups.

The government has given its approval to the effort and appointed GambleAware to lead the project.

GambleAware has established a new board to drive the campaign, with various representatives from Public Health England and the Welsh Government’s public health community, as well as academic experts, to serve on the board,

In addition, Little Black Book reports that GambleAware has formed an advisory panel to harness input from treatment providers, related charities, faith groups, sport, the gambling industry, and individuals that have experienced gambling problems.

M&C Saatchi will have support from Atlas Communications on the project, while GambleAware has opted to retain 18 Feet and Rising for its other advertising requirements.

Sian Griffiths, chair of the Safer Gambling Campaign Board and interim deputy chair of Public Health England, 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.”

Related article: GambleAware increases funding for GamCare