GambleAware media strategy

GambleAware enlists Lucky Generals and OmniGOV at MG OMD for coordinated media strategy

GambleAware has enhanced its media strategy and operations, appointing Lucky Generals and OmniGOV at MG OMD as partners for this task.

Both firms have signed three-year contracts with the gambling harm prevention charity, with an objective of supporting its national behaviour change campaign work. 

A new programme raising awareness of gambling related harm forms part of this plan, alongside encouraging people to access treatment and support via the National Gambling Treatment Service (NGTS).

“GambleAware’s vision is of a society free from gambling harms and our public health campaigns play a central role in achieving this,” said Alexia Clifford, GambleAware Chief Communications Officer.

Lucky Generals, a London-based creative marketing agency, was singled out for its cut-through creative and smart thinking, as well as experience working with the likes of Amazon, Virgin Atlantic, Co-op and Yorkshire Tea.

OmniGOV, meanwhile, was enlisted for media planning and buying expertise, with a focus on behavioural health earning, engaging diverse audiences and digital innovation. 

The agencies were recruited through a procurement process initiated in July, as GambleAware sought to strengthen its media and communications strategy as costs of living rose and policymakers debated the Gambling Act review.

Clifford continued: “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, Lucky Generals and OmniGOV.

“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.

GambleAware noted that the White Paper on the Gambling Act review is apparently due imminently, having been singled out for publication at the start of this month by Paul Scully MP, the Gambling Minister.

This, coupled with the aforementioned costs of living crisis – which the group believes poses a risk of exacerbating gambling related-harm – prompted the firm to rethink and enhance its media and creative approach. 

Andy Nairn, Founding Partner, Lucky Generals, remarked: “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.”

Raising awareness of gambling harm has been a key area of focus for GambleAware over the past year, with the charity stating last week that more is needed to be done despite positive engagement with the NGTS.

The charity’s CEO, Zoe Osmund, asserted that it is important to encourage those suffering from gambling harm to seek help, with the firm adding that NGTS data suggests that problem gambling should be viewed as a public health issue. 

Paul Knight, CEO at OmniGOV at MG OMD, commented: “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.”

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