While fun, sports betting is not without risk! This is the message launched by Public Health France, in its campaign ” Betting is nothing “. With a preventive vocation, it is designed by dentsu public, the integrated agency dedicated in particular to the State/GAE and public accounts of dentsu France. A look back at this radio and digital device launched on October 17 – in view of the Cup soccer world – and ending today, November 22nd.
The greatness of sports betting
Sports betting has grown considerably and become popular in France in recent years. And above all with a young, particularly vulnerable audience. Indeed, according to data from the Public Health France Health Barometer 2019, 72% of bettors are between 18 and 35 years old (nearly 50% between 18 and 25 years). These players also often come from humble backgrounds and are more frequently unemployed.
Particularly involving, these bets can have significant consequences on the health and social situation of the players. Note psychiatric disorders such as anxiety disorders, drug addiction, and social isolation that are more frequently seen in excessive gamblers. Primarily worrying is the entourage of players who bear up to 90% of the social cost associated with gambling (pain of relatives, psychological disturbances, separations, etc.).
Also, the transition to problem gambling often starts with a win, then a loss. The hope of recovery and the escalation towards increasingly significant economic losses can in fact lead to situations of over-indebtedness, family conflicts, psychological and social difficulties.
Public Health France and dentsu public are taking action!
With the football World Cup starting on November 20, Public Health France wanted to implement a prevention system with dentsu public upstream of this period which is very favorable to sports betting. The target. the goal? Start the conversation about the risks of the phenomenon. But also reduce the number of bettors with problematic users by improving awareness of the risks, especially among young people.
🎯 The goal: to reduce the number of bettors with problematic use and improve awareness of the risks associated with sports betting, especially among young people
— Health Insurance (@Assur_Maladie) October 25, 2022
Taking up the codes of talk shows, the campaign saw comedian Fred Testot receive renowned journalist and sports expert, Mohamed Bouhafsi and APHP (Assistance Publique des Hôpitaux de Paris) drug addict, Laurent Karila. Together they deciphered the problems caused by sports betting and the associated dangers. They also related the cognitive mechanisms and strategies used by game operators.
Different formats distributed
Based on multiple levers, the campaign was available in different audio and video formats. The audio formats lasted 1’30mn and took the form of radio reports and podcasts. These have also been broadcast on Fun Radio, NRJ, Skyrock, Virgin Radio and RMC. But also on audio streaming platforms such as Spotify, Deezer or Soundcloud. Video formats, on the other hand, were declined in the 15, 30 and 60 years and were visible on Instagram, Twitter, Snapchat, Twitch and Youtube.
We recall that the campaign revolved around a clear slogan ” Betting is nothing “. He was referring to the Joueurs-info-service.fr site, where bettors could find answers to their questions, but not only! Advice and solutions are also available to support them in their approach.
Finally, it should be noted that this campaign has been made possible thanks to a collaboration between the different dentsu expertise. But also thanks to a synchronization of energies to carry out the Public Health France project. It follows the group’s vision of establishing itself as a leader in post-advertising communication.
To find out more about the dentsu group and its campaigns, visit its dedicated page!
dentsu agency page