As online gambling and sports betting become increasingly popular, the problems associated with it increase as well, particularly amongst younger people. Icon was engaged by the City of Whittlesea, funded by the the Victorian Responsible Gambling Foundation, to work with the Youth Affairs Council of Victoria (YACVic) to deliver a campaign which:
Raised awareness of the risks of online gambling and sports betting among young people; and
Empowered them to take charge of their gambling and make smarter choices.
Be the Boss
The message we wished to share to young people around online gambling and sports betting was clear: You’re in charge. You’re the boss. So, together we launched a brand-new initiative called 'Be the Boss'.
The initiative profiles young local gamblers as ‘heros’ who are in control of their gambling behaviours.
Icon produced the creative assets, including static and video and executed the campaign with a paid digital and social media strategy.
The creative provided the audience with knowledge around smart plays and empowered them to gamble in an informed manner, including:
If you are going to have a bet, do it on your own terms;
don’t bet just because your mates are doing it; and
don’t bet just because the app offers “free bets” or other incentives.
Behavioural change strategy
Creative ideation and direction (co-design process)