GambleAware Week is an annual initiative aiming to raise awareness of problem gambling. And in 2020, the risk of harmful behaviours going undetected and untreated dramatically increased. Building on the success of the 2019 campaign, we adapted the message to focus on how our social interactions were pushed online due to the global pandemic.
Agency → Circul8
Copywriter → Matt Koo
Animator → Giedre Domzaite
Developer → Honza Blasko
Product Manger → Janine Googan
It's already hard enough to tell when someone's gambling is getting out of hand. And now that we're spending more time FaceTiming and less face-to-facing, harmful behaviours are even harder to spot.
This campaign goes Behind the Screens to take a look at our Checkmates' behaviour from the other side of the camera, showing that even though you may catch up online, now more than ever, you need to check in with friends and family.
Months into pandemic related lockdowns, the novelty of video calls had well and truly worn off. So we took a pub classic and turned it into a Zoom-friendly experience, giving people a non-threatening way to approach the topic of harmful gambling with friends and family.
In less than 8 weeks, we built an online trivia platform with randomised questions, custom duration and leaderboards that can be played solo or with up to 200 players.
Preaching responsibility is the fastest way to bore your audience. Instead, we peppered gambling-related questions throughout the quiz, along with subtle mentions from Checkmates during each round's introduction.