Creative agency Common Ventures has been appointed by the Australian Communications & Media Authority (ACMA) to manage the strategy and a launch campaign for new government service, BetStop, following a competitive pitch process.
Common Ventures developed a communications strategy, channel plan, and creative and campaign assets for the introduction of BetStop. The free BetStop program launched this month and enables anyone to self-exclude from all licensed interactive wagering services for at least three months.
If people self-exclude, wagering providers will be required to close all their betting accounts and must not let people place a bet or open a new account. Wagering services are also prohibited from sending marketing material to anyone who has self-excluded.
Jane Burhop, Common Ventures co-founder and creative director, said the agency has been building a reputation for its creative thinking in government campaigns and agencies and is honoured to partner with ACMA.
"The adverse effects of gambling impact so many Australians and their loved ones, and BetStop is a resource that stands to benefit many people looking to curb their gambling habits," Burhop said.
"We hope that our campaign, which is steeped in empathy, empowers those who have experienced risky gambling to take control.”
Daniel Nutman, Common Ventures senior creative, said the ‘you win some, you lose more’ report into online gambling recently caused a stir within the industry.
"What's appropriate - more regulation versus an all out advertising ban?" Nutman said.
"While debate will continue well into the future, what matters is the now. BetStop’s self-exclusion app is a powerful resource for people who are ready to take control of their gambling habits.”
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