Betting's deadly roll: New campaign unmasks the dark side

According to Public Health England and the Office for Health and Improvement and Disparities, gambling is connected to up to 496 suicides a year in the country. Considering bookies are predicting that as much as $253 million could be placed on The Grand National race this Saturday (13 April), there is a high chance of gambling-related suicides as a result. 

Suicide prevention charity Men’s Minds Matter has quantified the actual likelihood of a gambling-related suicide happening on any given day. They’ve translated this into bookmakers’ odds as part of their impactful new campaign. Look out for mock gambling ads on posters, billboards, print, and social media. 

Media Bounty crafted the campaign, Uncle and Open Media generously provided ad space, and Savanta conducted pre- and post-campaign research—all the work was done pro bono.