The Problem Gambling Foundation pokes the bear in ‘Are You Being Played?’ campaign via 4AM, NZ
The Problem Gambling Foundation (PGF) has launched a new campaign “Are You Being Played?”, created in collaboration with Auckland independent agency 4AM, to raise awareness of the psychological tactics used by betting companies to target young men and promote its confidential counselling services for those experiencing gambling harm.
The campaign creative was driven by an insight on a key behavioural pattern among men aged 20–30: for many, betting is not just about winning — it’s about being seen as “in the know”. The sports betting world is full of insider jargon: multi, trifecta, odds boost. It’s performative. It’s tribal. It’s social currency.
This campaign aims to flip the script.
Instead of reinforcing the betting language, the campaign teaches bettors a different vocabulary — one rooted in the psychological tricks used to keep them hooked. Concepts like Dark nudges, Sludge tactics, and Trust puppets are brought out into the light to help bettors decode how they’re being manipulated.
Says Steve Thomson, Executive Creative Director at 4AM: “As a father of three teenagers it’s been an eye opening insight into what is a worrying trend for young men in NZ. I’ll be making sure my kids are under no illusions around how a harmless dabble can quickly escalate to a harmful addiction.”
Visually, the campaign makes a strong statement. The key imagery features sports presenters reimagined as ventriloquist dummies — symbolic mouthpieces for the betting industry, doling out insincere “boosts” and shady advice.
The message is clear: if you’re getting played, it’s time to wise up.
Says Melissa Thompson, CEO of PGF Services: “The speed of growth in sports betting among young men is a real concern globally and here in Aotearoa. It’s been a pleasure partnering with 4AM on this campaign, their efforts in understanding behavioural drivers—and viewing the world through the eyes of young men—was crucial to shaping a creative approach that could speak meaningfully to a complex and often hidden harm. We’re thrilled with the result and look forward to sparking thousands of important conversations about gambling harm.”
The integrated campaign spans billboards, radio, digital placements, and pre-rolls on streaming platforms, all directing viewers to beingplayed.info — an online hub offering psychological insights and access to free, confidential support.
Client: Problem Gambling Foundation
Melissa Thompson, CEO
Andree Froude, Advocacy and Public Health Director
Tess Newton-Palmer, Brand & Marketing Consultant
David Porteous, Digital Project and Communications Advisor
Agency: 4AM
Steve Thomson, ECD
Kurt Bradley, Managing Partner
Carl Sarney, Strategic Consultant
James Nielsen, Design Director
Imogen Temm, Senior Designer
Matt Zwartz, Creative
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