STOP BEFORE YOU JUST CAN’T STOP

BRIEF: Raise awareness and educate people on the risks and prevalence of problem gambling, targetting GAA players (and sports athletes generally) aged 18-35.

Gambling ads are designed to make people feel like winners. But our audience have a competitive nature and are driven by their desire to win.

But their problem is that gamblers will always lose. If you keep gambling, it’s inevitable - Gambling will beat you.

So we created a campaign of ‘justs’. A series of the little justifications that a gambler tells themselves on their journey towards the inevitable. It starts out small, but it will grow and grow until it takes everything from you. The only way to win when you gamble is to stop before you just can’t stop.