Following the success of Beat the Odds: World Cup Takeover, we’re excited to be working on another strand to the gambling support campaign for Leeds City Council, this time centring around this year’s Cricket World Cup.
For the previous Beat the Odds campaign, which was aimed at problem gamblers during the 2018 FIFA World Cup, we used a content marketing approach to target football fans who were likely to engage with ‘in play’ betting using mobile apps. As a result, our messages were seen by over 23,000 people on Twitter, driving 3,428 people to the council’s Money Information Centre — a support page where problem gamblers can access valuable services to help them with gambling-related issues.
Following on from the success of the last phase, we can’t wait to bring back this far-reaching campaign and provide support to more problem gamblers across Leeds. The new campaign will launch on 30 May to mark the start of the Cricket World Cup and encourage cricket fans to not get ‘caught out’ by a bad bet. Once again, all activity will encourage people and access help and support for gambling-related harm if they, or someone they know needs it.
If it’s anything like the FIFA World Cup, we’re in for a gripping summer…
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