To establish this new condition, we interviewed volunteer at-risk gamblers.
We used their stories on television, cinema, online and radio to reach out to other at-risk gamblers in similar situations
Recognised at Effies, Adfest and Mumbrella.
Film
The campaign launched on Melbourne Cup Day – Australia’s biggest gambling event, with an App that gamblers could use to find out if their betting was putting them in harm’s way.
If it was, they could get help instantly
Tools and tips were available online 24/7
Beyond the Melbourne Cup, we continued our campaign with digital, outdoor and press advertising.
The new condition generated multiple impressions across social media nationwide and became part of the Australian vernacular.
Bet Regret has now become a medically recognized condition in Australia, with State Government funding allocated to further treatment.
Cadbury Marvellous Creations: The Australian Crowd Coloured Short Film