Problem Gambling Services
Problem Gambling Services
Are you being played?
Are you being played?
- Services
- Campaign
- Strategy
- Production
- Copywriting
- Credits
- Carl Sarney
Sports gambling is booming worldwide and New Zealand is no exception. Young male sports fans are betting in record numbers, not just on the teams they love, but on sports they barely know. And while it’s often framed as harmless fun, the fallout can be serious. The Problem Gambling Foundation engaged 4AM to create a campaign that would reach those at risk and show them where to turn for expert help.
Problem Gambling Services
Are you being played?
Are you being played?
- Services
- Campaign
- Strategy
- Production
- Copywriting
- Credits
- Carl Sarney
Sports gambling is booming worldwide and New Zealand is no exception. Young male sports fans are betting in record numbers, not just on the teams they love, but on sports they barely know. And while it’s often framed as harmless fun, the fallout can be serious.
The Problem Gambling Foundation engaged 4AM to create a campaign that would reach those at risk and show them where to turn for expert help.
Our strategic work revealed just how sophisticated and well-resourced the gambling industry has become. With targeted algorithms, persuasive design, and relentless messaging, they’re pulling bettors in and encouraging them to spend more than they ever planned. For an audience that prides itself on being smart and in control, this manipulation felt like powerful territory to explore.
We developed the campaign line “Are you being played?” — a low-key, thought-provoking prompt designed to spark reflection among bettors without sounding preachy. Through research, we uncovered a range of manipulative industry tactics, which we named and exposed in fun and intriguing ways to help the audience understand what they were really up against.
One of these tactic, “Trust Puppets” — where gambling companies use trusted personalities like commentators and celebrities to normalise betting — inspired the creation of two campaign characters, Chuck and Betty, visual striking metaphors for the manipulation happening behind the scenes.
The campaign launched across out-of-home, busbacks, radio, digital, and streaming pre-rolls, driving to a campaign website that featured videos of real stories from gamblers reflecting on these tactics — and how just talking about gambling problems is beneficial.
The Problem Gambling Foundation engaged 4AM to create a campaign that would reach those at risk and show them where to turn for expert help.
Our strategic work revealed just how sophisticated and well-resourced the gambling industry has become. With targeted algorithms, persuasive design, and relentless messaging, they’re pulling bettors in and encouraging them to spend more than they ever planned. For an audience that prides itself on being smart and in control, this manipulation felt like powerful territory to explore.
We developed the campaign line “Are you being played?” — a low-key, thought-provoking prompt designed to spark reflection among bettors without sounding preachy. Through research, we uncovered a range of manipulative industry tactics, which we named and exposed in fun and intriguing ways to help the audience understand what they were really up against.
One of these tactic, “Trust Puppets” — where gambling companies use trusted personalities like commentators and celebrities to normalise betting — inspired the creation of two campaign characters, Chuck and Betty, visual striking metaphors for the manipulation happening behind the scenes.
The campaign launched across out-of-home, busbacks, radio, digital, and streaming pre-rolls, driving to a campaign website that featured videos of real stories from gamblers reflecting on these tactics — and how just talking about gambling problems is beneficial.
“It’s been a pleasure partnering with 4AM on the Are You Being Played campaign. Their upfront investment in understanding behavioural drivers—and viewing the world through the eyes of young men—was crucial to shaping a creative approach that could speak meaningfully to a complex and often hidden harm. Their insight-driven process and thoughtful guidance were key to the campaign’s creative success. The entire team went above and beyond to ensure a smooth rollout, and we’re thrilled with the result. We look forward to sparking thousands of important conversations about gambling harm.”
Melissa Thompson – CEO, Problem Gambling Services
Melissa Thompson – CEO, Problem Gambling Services
