New Vic Responsible Gambling ads focus on feelings of loss, guilt and regret

The Victorian Responsible Gambling Foundation is highlighting the feelings of loss, guilt and regret gamblers experience in a new campaign from McCann Melbourne which aims to encourage gamblers to stay within their limits.

A release said the campaign, ‘BetRegret’, features the experiences of real Victorian gamblers who speak to camera about how they feel about their betting afterwards.

Serge Sardo, chief executive of the Victorian Responsible Gambling Foundation, said: “We’re encouraging gamblers to pay attention to the negative emotions they may feel when gambling and use these feelings as a barometer to control their gambling.

“Our message is not about stopping gambling, it’s about being aware of how much you’re gambling and putting in place some measures to reduce that risk and ensure gambling remains fun.”

Launched with a 30-second TV spot, and a 90-second online film, the campaign is also running across radio, press, digital and outdoor across Melbourne and regional Victoria.

The campaign comes as the foundation increases its focus on the prevention of problem gambling and is supported by new online tools including the Regret-o-meter, which punters can use to see what they could afford if they weren’t gambling.

Pat Baron, ECD of McCann Melbourne, said: “It’s hard to reach at-risk gamblers as they don’t self identify as being at-risk. However, all at-risk gamblers recognise the feeling of regret when they bet more than they planned to lose and that’s a powerful, unifying truth.”


  • Agency: McCann Melbourne
  • Executive Creative Director: Pat Baron
  • Senior Writer: Andrew North
  • Art Director: Dave Budd
  • Managing Director: Adrian Mills
  • Group Account Director: Alec Hussain
  • Senior Account Manager: Danielle Pollock
  • Agency Producer: Chelsea Nieper
  • Editor: Nathan Mallon
  • Production Company: Suitcase Murphy
  • Producer: Simone Adamson
  • Director: Sarah Jane Woulahan
  • Sound: Front of House
  • Client: Victorian Responsible Gambling Foundation
  • CEO: Serge Sardo
  • Manager, Community Education & Prevention: Simone Martin
  • Campaign Advisors: Nicholas Carrington & Louise Purcell
  • Media: Mitchell’s

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