We're losing more than money

Trigger warning: suicide

Client: Men's Minds Matter

Channels: out-of-home, print, social

The work

What are the (real) odds of a gambling-related suicide on the day of the Grand National, the biggest betting event of the year?

We worked it out to raise awareness of the growing link between problem betting and people taking their own lives.

Posters were plastered around London and in print. We looked like a bookie. We sounded like a bookie. Just one twist: our ‘boosted odds’ advertised the real odds that a problem gambler would die by suicide on the day of the race.

The results

Donations up by 193% during the campaign period.

Web traffic up 28%.

Research shows a 9% increase in people being more open to conversations about their mental health in the areas we were present.

My role

Creative concepting, copy, art direction.