ACMA appoints Common Ventures as creative partner for newly launched BetStop campaign

Creative agency Common Ventures has been appointed by the Australian Communications & Media Authority (ACMA) to manage the strategy and a launch campaign for new government service, BetStop, following a competitive pitch process.

Common Ventures developed a communications strategy, channel plan, and creative and campaign assets for the launch of the Australian Government’s new service, BetStop, which allows Australians to self-exclude from interactive gambling.

The free BetStop program launched this month and enables anyone to self-exclude from all licensed interactive wagering services for at least three months. If people self-exclude, wagering providers will be required to close all their betting accounts and must not let people place a bet or open a new account. Wagering services are also prohibited from sending marketing material to anyone who has self-excluded.

Says Jane Burhop, co-founder and creative director, Common Ventures: “Common has been building a reputation for its creative thinking for government campaigns and agencies, and we were honoured to partner with the ACMA to launch BetStop. The adverse effects of gambling impact so many Australians and their loved ones, and BetStop is a resource that stands to benefit many people looking to curb their gambling habits. We hope that our campaign, which is steeped in empathy, empowers those who have experienced risky gambling to take control.”

Says Daniel Nutman, senior creative, Common Ventures: “Interestingly, The ‘you win some, you lose more’ report into online gambling recently caused a stir within the industry. What’s appropriate – more regulation versus an all out advertising ban? While debate will continue well into the future, what matters is the now. BetStop’s self-exclusion app is a powerful resource for people who are ready to take control of their gambling habits.”

Creative Agency: Common Ventures
Strategist: Anthony Lockhart
Executive Creative Director: Brian Merrifield
Creative Directors: Jane Burhop, Madeline Smith
Senior Account Director: Drew Tweddle
Creatives: Daniel Nutman, Masha Rimsh, Thomas Barker
Designer: Josie Young
Animator: Mari Adams