We’re Losing More Than Money: Media Bounty launch new campaign for Men’s Minds Matter
Gambling is connected to up to 496 suicides a year.
The campaign, coinciding with this weekend’s Grand National, seeks to raise awareness of the link between gambling and suicide. It was created by Media Bounty, with ad space donated by Uncle and Open Media.
Saturday is set to be the biggest day of betting in the UK all year, with some bookies predicting that as much as £200 million could be placed on the race at Aintree. However, problem gambling is on the up. It’s thought to be linked to up to 496 suicides a year in the UK, according to Public Health England and the Office for Health Improvement and Disparities.
To raise awareness, Men’s Minds Matter has calculated the real probability that a gambling-related suicide will occur on any given day, expressed in the form of bookmakers’ odds. This is illustrated by a number of mock gambling adverts, on posters, out of home, print and social.
Tommy Lee, senior copywriter at Media Bounty and Director at Men’s Minds Matter said: “There’s nothing wrong with the odd Saturday accumulator, but for more and more people the fun stopped long ago. Gambling is everywhere we look, from ads plastered all over football stadiums, to 24/7 casino access on our phones. There needs to be more awareness that gambling is not just a game for so many people. From financial ruin, to mental health issues – what starts as a laugh can become a real problem with real consequences”.
Men’s Minds Matter is a suicide prevention and intervention organisation. 76% of all suicides in the UK are by men, and the outward effects of men’s mental health issues are felt by all corners of society. They have a unique, life-saving model that is already being used in treatment by parts of the NHS.
Creative was led by integrated advertising agency Media Bounty in partnership with Uncle, Open Media and Metro who donated advertising space. Pre and post campaign research will be completed by Savanta. All worked on the campaign pro bono.
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