“When the fun stops, stop.” We’ve all heard the Betting & Gaming Council’s famous slogan, but is it effective? Despite becoming widely recognised, the message has recently come under fire for being outdated, ineffective and not relevant to a mass market gambling audience.

The Betting & Gaming Council needed new creative direction. In order to balance responsible gambling with public perception, we conducted research to steer their creative team in the right direction. Across audience immersion, 121 interviews and wider qualitative testing, we generated a comprehensive understanding of the mass gambling audience, leading to a new tagline that was memorable and effective.