BeGambleAware: Football is back

BeGambleAware, the initiative from independent charity GambleAware and The Safer Gambling Board, whose mission is to keep people safe from gambling harms, has launched a tactical campaign starring ex-England international goalkeeper David James MBE, as it seeks to help people keep 'Bet Regret' in check following the return of the Premier League. The push was created in partnership with creative agency M&C Saatchi and is part of BeGambleAware and The Safer Gambling Board's broader 'Bet Regret' campaign,which promotes safer gambling, primarily amongst men aged 18 to 34. With football returning to our screens, and a packed schedule of fixtures, M&C Saatchi and GambleAware recognised that excited fans might be more susceptible to placing lots of impulsive bets, potentially leading to feelings of regret. M&C Saatchi and BeGambleAware have developed a film, starring David James, which aims to visualise the concept of the sudden influx of football in an amusing and engaging way. The ad shows a confident James standing in goal, before being pelted with a huge number of footballs (92 in all) and struggling to save them.James’ voiceover tells viewers: “With all the football coming our way, it’s easy to make impulsive bets. Think twice and avoid bet regret”. The ad finishes with James quipping: “Seaman wouldn’t have done any better”.