Anti-gambling campaign urges young men to show ‘betiquette’

10 September 2017

Creative Agency: George Patterson Y&R Sydney

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The campaign is part of the almost $18 million in initiatives funded by the government's Responsible Gambling Fund to minimise harms linked to problem gambling.

Young men are being encouraged to “show some betiquette” when gambling on sports as part of a NSW Government anti-gambling push.

The campaign, by Y&R Sydney, is aimed at promoting responsible betting among men aged 18-35. It includes several ads with different messages such as knowing when to stop betting, planning your bets, overcoming peer pressure, and not betting under the influence of alcohol or for necessities.

“This campaign tackles a serious problem in a lighthearted way that is sure to cut through and resonate with the target audience, young men,” NSW Minister for Racing Paul Toole says.

“The clever play on words brings a novel and humourous approach to get young men to think carefully when betting on sports so they stay in control.”

The campaign will feature ads on radio, websites, mobile phones, social media and in licensed venues throughout the NRL and AFL finals and spring racing carnival.

“Ninety per cent of online sports bettors are male, with an average age of 31. This is why there needs to be a targeted education campaign,” Toole says.

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