Gamble Aware ⎯ Reducing Stigma.
Helping south Asian communities recognise and seek support for gambling harms
Non Profit
Brief
GambleAware partnered with us to address a critical disparity: while South Asian communities in Great Britain gamble at lower rates than the wider population, they face a disproportionately higher risk of gambling harms, and are significantly less likely to access specialist treatment. The objective was to help individuals self-identify harmful behaviours, reduce stigma, and increase awareness of the National Gambling Treatment Service.
Strategy
Our strategy focused on creating culturally-informed, emotionally resonant content that audiences could trust. We developed bespoke messaging for key South Asian subgroups, delivered through familiar spokespersons who hold credibility within those cultures. Pakistani channels featured actor and model Imran Abbas; Hindi-language channels featured Indian actress Pranali Rathod; and Bengali audiences were reached through respected imam and broadcaster Ajmal Masroor, who communicated core messages in English.
Results
By pairing cultural nuance with targeted media delivery, we ensured each community saw the campaign through a voice that felt authentic, respectful, and relevant. This approach helped shift perceptions around gambling harms from a taboo topic to one that could be openly recognised and acted upon.
8.2M+
South Asian adults reached across Pakistani, Hindi, and Bengali media channels
21.4M+
Campaign impressions delivered through TV and digital placements
49%
Uplift in understanding of gambling harms among exposed audiences
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Gamble Aware ⎯ Reducing Stigma.
Helping south Asian communities recognise and seek support for gambling harms
Non Profit
Brief
GambleAware partnered with us to address a critical disparity: while South Asian communities in Great Britain gamble at lower rates than the wider population, they face a disproportionately higher risk of gambling harms, and are significantly less likely to access specialist treatment. The objective was to help individuals self-identify harmful behaviours, reduce stigma, and increase awareness of the National Gambling Treatment Service.
Strategy
Our strategy focused on creating culturally-informed, emotionally resonant content that audiences could trust. We developed bespoke messaging for key South Asian subgroups, delivered through familiar spokespersons who hold credibility within those cultures. Pakistani channels featured actor and model Imran Abbas; Hindi-language channels featured Indian actress Pranali Rathod; and Bengali audiences were reached through respected imam and broadcaster Ajmal Masroor, who communicated core messages in English.
Results
By pairing cultural nuance with targeted media delivery, we ensured each community saw the campaign through a voice that felt authentic, respectful, and relevant. This approach helped shift perceptions around gambling harms from a taboo topic to one that could be openly recognised and acted upon.
8.2M+
South Asian adults reached across Pakistani, Hindi, and Bengali media channels
21.4M+
Campaign impressions delivered through TV and digital placements
49%
Uplift in understanding of gambling harms among exposed audiences
More Works
(MRA — 02)
©2024
Gamble Aware ⎯ Reducing Stigma.
Helping south Asian communities recognise and seek support for gambling harms
Non Profit
Brief
GambleAware partnered with us to address a critical disparity: while South Asian communities in Great Britain gamble at lower rates than the wider population, they face a disproportionately higher risk of gambling harms, and are significantly less likely to access specialist treatment. The objective was to help individuals self-identify harmful behaviours, reduce stigma, and increase awareness of the National Gambling Treatment Service.
Strategy
Our strategy focused on creating culturally-informed, emotionally resonant content that audiences could trust. We developed bespoke messaging for key South Asian subgroups, delivered through familiar spokespersons who hold credibility within those cultures. Pakistani channels featured actor and model Imran Abbas; Hindi-language channels featured Indian actress Pranali Rathod; and Bengali audiences were reached through respected imam and broadcaster Ajmal Masroor, who communicated core messages in English.
Results
By pairing cultural nuance with targeted media delivery, we ensured each community saw the campaign through a voice that felt authentic, respectful, and relevant. This approach helped shift perceptions around gambling harms from a taboo topic to one that could be openly recognised and acted upon.
8.2M+
South Asian adults reached across Pakistani, Hindi, and Bengali media channels
21.4M+
Campaign impressions delivered through TV and digital placements
49%
Uplift in understanding of gambling harms among exposed audiences
More Works
©2024