Understanding the issue
In 2016, Leeds Beckett University, in partnership with Leeds City Council, carried out research into gambling harm and its impact across the city.
The findings showed there could be more than 10,000 people in Leeds living with problem gambling and a further 30,000 at risk of harm.
This campaign aimed to raise awareness of gambling-related harm, reduce stigma, and encourage people to seek support from the Money Information Centre.
Date
April 2020
Client
Leeds City Council
Scope of work
- Audience Testing
- Brand development & visual identity
- Campaign development & activation
- Digital Engagement
Campaign Objectives
- Increase awareness of gambling-related harm.
- Reduce stigma and help people open up about gambling problems.
- Encourage individuals at risk to seek advice and support.
Engaging people affected by gambling harm
The campaign needed to capture the look and feel of gambling apps, games and casinos to connect with people already familiar with those environments.
We designed the Beat the Odds identity using typography and iconography inspired by bingo balls, fruit machines and playing cards. This visual language created immediate recognition and relevance for the audience.
The name “Beat the Odds” worked as both a call to action and a powerful message of hope. It appealed to people who gamble regularly, sparking curiosity while leading them to advice and support.
To ensure the campaign resonated, we carried out co-design and testing with the target audience, including betting and bingo app users, bookmakers, and families of people affected by gambling.
We conducted focus groups, an online questionnaire and street interviews to gather feedback on visuals, messaging and preferred communication channels.
Based on these insights, we refined the campaign to ensure it felt authentic and engaging to those most at risk of gambling harm.
Behaviour change in action
The Beat the Odds campaign was an integral part of a broader gambling harm awareness campaign, designed to prompt real behaviour change by meeting audiences where they were. It used familiar imagery to capture attention, then redirected that engagement toward information, reflection and support.
As a result of the campaign’s success, we developed a second phase to coincide with the 2018 World Cup, targeting sports fans and casual gamblers with tailored messages.
23,000
views of the campaign Tweets
1000
visits to the Money Information Centre website
Normalise Conversation
Helped normalise conversations about gambling problems and reduce stigma.
Ready to create positive change?
Want to explore how creative behaviour change can help address health and wellbeing challenges in your community?
Contact our team to start a conversation about your next campaign.See more projects:
Join the fostering family
Fostering gives children the stability and care they need to thrive. It's a serious, life-changing decision for any carer. To power recruitment across the region, we created one unified identity for Foster for Greater Manchester. This new brand successfully brings ten boroughs together under a single, compelling voice, while still giving local authorities the flexibility to talk directly to their own communities.
Read more
Knowledge Equity Network
The Knowledge Equity Network (KEN) is a global initiative by the University of Leeds designed to make knowledge more accessible and inclusive. Developed in collaboration with Magpie, KEN unites universities, organisations, and individuals worldwide in a shared mission to reduce inequalities in higher education through open collaboration and equitable knowledge-sharing.
Read more