Young men urged to ‘show some betiquette’ when gambling on sports in new work via Y&R Sydney

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Screen Shot 2017-09-11 at 8.44.10 am.jpgYoung men are being encouraged to “show some betiquette” when gambling on sports as part of a NSW Government advertising campaign via Y&R Sydney.

Minister for Racing Paul Toole said the innovative campaign promotes responsible betting among men aged 18 to 35, who are at higher risk of problem gambling than other adults.

Campaign creative 1 (1).jpgSays Toole: “This campaign tackles a serious problem in a lighthearted way that is sure to cut through and resonate with the target audience, young men.

“The clever play on words brings a novel and humourous approach to get young men to think carefully when betting on sports so they stay in control.”

The campaign will feature ads on radio, websites, mobile phones, social media and in licensed venues throughout the NRL and AFL finals and spring racing carnival.Campagin creative 2 (1).jpg 

Toole, who today launched the campaign with Parramatta Eels legend Nathan Hindmarsh, said online betting is the fastest-growing type of gambling in NSW.    

Factors such as digital money, access to credit, 24/7 online availability and high-profile promotions are boosting exposure to sports betting.

Says Toole: “Ninety per cent of online sports bettors are male, with an average age of 31. This is why there needs to be a targeted educationCampagin creative 3 (1).jpg campaign.”

The campaign includes several ads with different messages such as knowing when to stop betting, planning your bets, overcoming peer pressure, and not betting under the influence of alcohol or for necessities.

Betiquette is being funded by the Responsible Gambling Fund, which will provide almost $18 million in 2017/18 for initiatives to prevent and minimise harms linked to problem gambling.

Creative Agency – Y&R Sydney

Managing Director – Sasha Firth

Executive Creative Directors – Dave Jourbert and Bart Pawlak

Creatives – Nick Cole and Pat Allenby

Head of Production – Jacqui Walker

Sound Engineer: Ben CrabbeCampaign creative 4 (1).jpg

Studio Manager – Richard Spencer

Group Account Director – Aaron Swan

Senior Account Manager – Stefania Barry

Strategist – Mitchell Crowe – Hardy

Production Company: Sixty40

Directors: Simon Robson & Fred Venet

Matte Painting Artist: Max Clifford

Senior Producer: Charu Menon

Executive Producer: Will Alexander

Digital Agency – VML

ECD/MD – Aden Hepburn

Creative Director – Matt Geersen

Creatives – Rapha Valenti and Fred Corazza

Business Lead – Mark Tovbis

Senior Account Manager – Kirsten Jones

Strategist – Henry Innes

Senior Producer – Ed Krause