Responsible Gambling Awareness Week is an annual NSW Government initiative to raise awareness of problem gambling. Our challenge was to educate a broad audience on the impacts of gambling without isolating or stigmatising those who may already struggle.
Based on research from a study of Canberra residents that showed most couldn't recognise when their gambling was becoming harmful. We focused our campaign on the key warning signs of problem gambling by developing The Checkmates, a personification of these behaviours; as well as the game Bet and Bust, that's designed to demonstrate how easily debt can accumulate.
The week long campaign was a tremendous success, with over more than 38,000 unique visitors and 69,000 sessions to the website than the previous year.
September 16–23 campaign period:
– 39,448 unique visitors to website
– 70,754 website sessions
– 23,254 unique Bet and Bust players
– 50,874 Bet and Bust sessions
– 2,783 fact sheet downloads
Motion and animation
Agency : Circul8
Copywriter : Matt Koo
Developer : Honza Blasko
Producer : Janine Googan
Designer : Tian Wang
Animation : Giedre Domzaite
Bet and Bust uses gaming psychology and mechanics to demonstrate how quickly gambling debt can accumulate. The aim is to finish with money in your pocket, by tapping bet and avoiding bust. Gamers inherently want to score as high as possible, but careless players will quickly find themselves hundreds of dollars down. Pressuring them to bet more recklessly, increasing mistakes and making it even more difficult to recover the losses.