M&C Saatchi gets creative keys for £5-7m GambleAware campaign

M&C Saatchi gets creative keys for £5-7m GambleAware campaign

Monday, July 2, 2018 Posted by Luke Massey
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The agency was selected for its previous experience in public health

Charities, treatment providers, faith groups and those personally affected by excessive gambling will all be consulted by GambleAware for a new multi-million advertising campaign.

Having been invited to deliver this £5-7 million per year government-backed safer gambling campaign, GambleAware has selected M&C Saatchi as the creative agency.

The procurement process, facilitated by the Incorporated Society of British Advertisers (ISBA), found M&C Saatchi to be the best applicant based on its previous experience in public health, the quality of its pitch and its fidelity to the brief.

M&C Saatchi CMO Kate Bosomworth told TotallyGaming.com: “M&C Saatchi has broad public-sector credentials, specific experience in creating national health campaigns, and a long history of developing campaigns targeting the nation. This includes working for Public Health England, The Home Office, The Department for Work and Pensions and The Department for International Trade.

“M&C Saatchi has a proven track record for working with brands and organisations with strategic behaviour change objectives, including the origination of Change4Life and the onward development of this campaign since. Since the start of 2016, M&C Saatchi has operated a strict ‘no gambling brands’ policy, reflecting the ethical views of the UK advertising agency’s leadership.”

Professor Sian Griffiths, Trustee and Chair of the Safer Gambling Campaign Board, outlined some of the brief details set by the charity. “Critically, the campaign is not to be aimed at problem gamblers, but rather those who are at-risk of developing a gambling problem,” she said.

“This will ensure it is relevant to more of the millions of potential gamblers who will see the adverts around live sport than if we just focused on those already suffering from excessive gambling.”

M&C Saatchi will be supported by Atlas Partners, GambleAware’s existing communications agency, who will design and deliver a complementary public relations campaign.

When asked about the importance of Atlas Partners building the right relationship with GambleAware's new creative lead, Griffiths said: “We are looking to create a strong and integrated team to deliver a comprehensive public health campaign, which will need to go well beyond just adverts around live sport on television. This will include PR, social media and activity at grassroots level in the community as we seek to reach the target audience.

Vanessa Pine, Atlas Partners director and co-founder, added: “Great campaigns that capture imaginations and grow reputations require teams that know how to make the most out of each other’s strengths. We’re excited to be part of the new campaign, helping to trigger important conversations in the media, on social, in parliament and with policy makers, about what it means to gamble safely. We’re delighted to be working with M&C Saatchi and GambleAware on such an important and emotive issue.”

Meanwhile, 18 Feet and Rising have been retained as GambleAware’s agency for other ongoing advertising requirements for the BeGambleAware brand, independent of the collaboration with Public Health England. The agency recently delivered animated promotions for use at sporting venues including Crystal Palace Football Club and Royal Ascot.

Totally Gaming says: GambleAware has demonstrated its desire to make the most out of this initiative. The charity has created a new board to oversee the campaign, which includes representatives from Public Health England and the Welsh Government’s public health community, while an advisory panel has been formed to secure input from treatment providers, related charities, faith groups, sport, the gambling industry and those with lived experience of problem gambling.

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