Safer gambling campaign uses meme culture to target millennial men

While the number of people gambling in the UK is falling, more young men aged 18 to 24 years old are signing up.

Senet Group: gambling watchdog hopes to appeal to young male gamblers
Senet Group: gambling watchdog hopes to appeal to young male gamblers

A new campaign from the UK’s safer gambling watchdog aims to target this new millennial audience, using meme, gaming and messaging culture to drive home education around bad gambling behaviours.

The three-week campaign from the Senet Group, which promotes gambling standards, comprises "shareable" funny content highlighting the need to set limits, avoid gambling when angry and never betting more than you can afford. It builds on the existing ‘When the fun stops, stop’ tagline from earlier this year.

The watchdog has partnered with UniLad for the campaign to reach young men more effectively. The campaign runs across UniLad’s social channels and Senet Group’s social media. The group’s industry partners will also display content on in-store posts, gaming machines and their own social channels.

Senet Group chief executive Ron Finlay said: "We are confident the humorous yet meaningful content will effectively highlight the warning signs people need to be alerted to that begin to suggest their gambling is getting out of control."

Brand: Senet Group

Agency: Livity

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