GambleAware launches second phase of ‘Bet Regret’ campaign
‘Think Twice or You’ll Bet Regret it’ slogan will now be used as charity looks to expand awareness
GambleAware will launch the second wave of activity in its ‘Bet Regret’ campaign this weekend, adding the phrase ‘think twice’ to its slogan.
Advertisements will now feature the line ‘Think Twice or You’ll Bet Regret it’, with TV ads supported by slogans on shirts via the 42 football sponsorships given to the charity earlier this month by GVC.
Marc Etches, CEO of GambleAware said the ‘Bet Regret’ campaign was starting to gain momentum and was resonating with its audience.
“This season, we look to build on that, drive more conversations around Safer Gambling, and help people Think Twice to steer clear of Bet Regret,” Etches said.
The first phase of activity was hailed as a success by GambleAware, following research which revealed a 61% recognition rate among the campaign’s target audience; 16-34-year-old men who bet twice a week.
Research also revealed the ‘Bet Regret’ campaign had a greater awareness rating than GambleAware’s long standing ‘When the fun stops, stop’ campaign.
Speaking about the issue of gambling sponsorships during its recent financial results day this week, GVC Holdings CEO Kenny Alexander said the UK sports betting industry occasionally “shoots itself in the foot” with its use of sponsorships and marketing.
Alexander highlighted the Paddy Power’s recent high profile ‘Save Our Shirt’ campaign and 32Red’s sponsorship of Wayne Rooney as being particularly divisive and not helping attitudes toward the industry.
“I’m optimistic that the image of the industry will improve dramatically, although it does still have a long, long way to go. Some of the incidents we have seen recently with 32 and Wayne Rooney don’t help us,” Alexander added.