888 Launches Too Much is Too Much responsible gambling campaign
888 Holdings have launched a responsible gambling campaign aimed at raising awareness of potentially problematic gambling. A series of adverts entitled ‘too much is too much’ aims to encourage moderation when gambling.
The campaign, which started on the 5th of January and will run until the 18th of January, shows how excess can occur in everyday situations in life. The adverts went live on TV; social media platforms Facebook, Twitter as well as YouTube and other online channels.
The first commercial, released as part of the initiative, shows a person putting sugar into a cup of coffee. Into the coffee, more and more sugar is added and words on the screen change from “sweet”, “sugary”, “sickly” to “unhealthy”. Eventually, so much sugar is added to the cup that it overflows and the tag-line “too much is too much” is displayed.
The company have used everyday situations in the campaign to highlight how an activity that seems trivial can cause harm if not done with moderation.
Itai Pazner, 888 CEO, in a statement of the company’s corporate website, said the campaign was designed to reassure customers that they can visit 888 with “with confidence and safety”. Pazner added;
This advertising campaign is aimed at raising awareness of excessive gambling by using scenarios that anyone can relate to. We want to help customers think about the way they gamble. – Itai Pazner, CEO 888 Holdings.
The CEO added: “At 888, we put customer safety at the heart of everything we do and we are continuously investing significant resources to ensure customers can enjoy a safe and secure gaming environment with us.”.
888, who is one of the biggest UK gambling brands, are the latest operator to move away from the traditional aggressive marketing model used within the industry and move to a brand-awareness campaign and follow other betting companies who have also adopted this approach.
William Hill ran its own ‘It’s who you play with’ campaign in September last year, which concentrated on how the brand increases “the bonds of friendship” via a collective love of sports. The company’s brand and marketing director Charlotte Emery described the ambition of the campaign was to show that the love of sport brings people together and betting is “at its very best when it is a social experience.”
GVC, whose brands include Ladbrokes, Coral, bwin and Sportingbet have also increased their efforts to promote a responsible gambling message. Last year the company “donated” its sponsorships of 42 different English and Scottish football clubs to GambleAware’s ‘Bet Regret’ campaign. The company announced in April last year that it is committed to ending all of its sponsorship deals with UK football clubs, saying that it wanted to “allow fans to watch their favourite teams without seeing incentives to bet”.