0 to 460px (S)
460px to 768px (S2)
768px to 1024px (M1)
1024px to 1440px (M2)
1440px to 1920px (L)
1920px + (XL)
NEWS Blogs
Truth Well Told Truth Well Told Truth Well Told Truth Well Told Truth Well Told Truth Well Told
McCANN Australia
All Work

Victorian Responsible Gambling Foundation ~ BetRegret



At risk gamblers can fail to notice problem gambling warning signs and their risky behaviour can often lead to the development of more serious gambling issues if left untreated.

With more than 8% of Victorians showing signs of at-risk behaviour, a preventative approach was needed.


We found something that all at-risk gamblers could identify with: BetRegret.

BetRegret was the second or third visit to the ATM, a bet too far, an uncomfortable confession to a partner. All the little things that don’t individually qualify for a problem with gambling, but when felt often enough, may lead to it.

Through research we learned that the at-risk audience opened up to each other. So we found real at-risk gamblers who could talk about their own BetRegret feelings and created a campaign around them.

Through an online film and other targeted touch points, we were able to capture the audience to help lift the stigma associated with problem gambling and provide a solution towards preventing them.