GambleAware appoints two agencies for new strategy

The charity GambleAware has appointed two agencies – Lucky Generals and OmniGOV at MG OMD – to handle creative advertising and media planning and buying, following a procurement process launched in July and run by AAR.

The contract, which was previously handled by M&C Saatchi London and Goodstuff, will cover a period of three years with a core focus on supporting GambleAware’s national behaviour change campaign work.

This work includes a major new programme to raise awareness of the risks around gambling; to reduce the stigma faced by people experiencing gambling harm; and to encourage people to access the treatment and support available through the National Gambling Treatment Service.

GambleAware chief communications officer Alexia Clifford said: “Our vision is of a society free from gambling harms and our public health campaigns play a central role in achieving this. GambleAware is incredibly proud of the notable breakthrough campaigns we have developed with to address the harms arising from gambling.”

“Following a robust agency pitch process, which generated an outstanding response from the industry, I’m delighted that we’ll be working with two of the very best in the business. Over the next three years, our strategic partnership will raise awareness of gambling harms, reduce the stigma people face and change behaviour on a national scale.”

Lucky Generals founding partner Andy Nairn said: “We have a great opportunity here to not just tackle one of society’s biggest problems, but also turn GambleAware into a brand that can help people experiencing gambling harms for years to come.”

With the growing cost of living crisis set to potentially exacerbate the amount of people experiencing gambling harms, reaching those who may be at risk of harm with a targeted and clear message has never been more important.

OmniGOV at MG OMD chief executive Paul Knight added: “GambleAware tackles one of the biggest health issues in our society today and we are proud to be part of this newly formed team that will aim to make a difference to those who need it most. Our partnership comes at a hugely important time for the UK, and we hope that together, we can help bring to light an often-hidden subject and change behaviour.”

The appointment comes ahead of the publication of the UK Government’s Gambling White Paper, which is expected to introduce the most comprehensive review of gambling laws and regulations in 15 years.