The 2022 World Cup was different to any other before it. With more people watching from the comfort of their homes or in warm pubs over the winter months, the risk of fans engaging in dual screening and betting unaffordable amounts is higher than ever.
We partnered with BeGambleAware to raise awareness of these issues.
We targeted those most at risk through an always-on blend of activation assets. For the duration of the campaign, BeGambleAware had a significant share of voice via digital video and news ticker across our network.