GambleAware selects M&C Saatchi to deliver ‘safer gambling campaign’

Issuing an industry update, the governance of GambleAware has confirmed the appointment of M&C Saatchi as its lead creative advertising agency tasked with delivering the charity’s upcoming ‘safer gambling campaign’.

In its update, GambleAware details that M&C Saatchi had won its campaign pitch, called for in February as the industry charity looks to undertake a ‘new creative direction’.

“The decision to select M&C Saatchi was based on their previous experience in public health, the quality of their pitch and its fidelity to the brief, the depth of their analysis and the expertise of their team.  It followed a competitive procurement process, independently facilitated by the Incorporated Society of British Advertisers (ISBA)” details GambleAware in its selection of M&C Saatchi.

Supporting its upcoming UK marketing initiatives, GambleAware has developed a new advisory board to oversee the progress and further assess the impact of its ‘safer gambling campaign’.

GambleAware’s marketing advisory will include members from Public Health England, the Welsh Government’s public health community, and leading academic experts.

As creative lead for the ‘safer gambling campaign’, M&C Saatchi will be supported by Atlas Partners, GambleAware’s existing communications agency, who will design and deliver a complementary public relations campaign.

Giles Hedger – M&C Saatchi

Giles Hedger, CEO of M&C Saatchi said: “We are delighted to be playing our part in the creation of a more mindful gambling culture in the UK. This is a new and important chapter in the ongoing balancing of market freedoms and public health”.

Updating stakeholders, GambleAware maintains that London agency 18 Feet and Rising will be retained as the lead agency for its legacy BeGAmbleAware UK advertising campaign.

Professor Sian Griffiths, Deputy Chair of Public Health England (interim), Trustee and Chair of the Safer Gambling Campaign Board said:

“GambleAware is committed to reducing harms associated with gambling and to take a public health approach.  Advertising is an important part of raising awareness and we hope the campaign will play its role, in collaboration with other sectors of society

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