We’ve been working closely with our client Betfred, to launch a new safer gambling campaign – using authentic insights and experiences to explore how we can all continue to enjoy healthy gaming and betting.

Asking the question, ‘How Do You Keep It Fun?’ we devised and produced the multi-platform creative to mark Safer Gambling Week that features real customers, talking in their own words, about the various techniques they use to keep their betting within healthy limits.

We’ve worked in the betting and gaming sector for several years and have developed a deep understanding of the importance of safer gambling and how important this messaging is for Betfred.

Millions of people across the UK enjoy a bet and the vast majority do so safely and responsibly. We wanted to devise a ‘show don’t tell’ approach that featured real punters enjoying a bet, positioning them as positive role models. 

For this campaign we’ve moved away from promoting formal safer gambling tools – something a lot of bookmakers have made the focus of previous safer gambling campaigns – in favour of a push towards self-control and monitoring.

In a time when betting is increasingly popular with different audiences, Betfred’s new adverts urge anyone who places a bet or games online to be proactive about keeping their betting safe.  

Over a series of four adverts, we show a range of people talking about how they keep their betting habits healthy, promoting things like keeping bets small, setting personal limits, limiting gaming session time and being aware of the frequency of their betting. 

Find out more about Safer Gambling Week here: https://safergamblinguk.org