A new safer gambling awareness programme was getting lost in the noise. The content mattered, but in a high-volume internal comms environment, even important messages get scrolled past.
Our Approach
We designed and delivered Up Close: Play Well Live – a human-centred campaign built around real stories.
The campaign rolled out in three deliberate phases – tease, launch, live – designed to build curiosity before asking anything of employees. A distinctive campaign identity integrated Flutter’s Play Well safer gambling brand, giving the programme its own visual presence in a crowded channel landscape. AR-enabled CEO messaging brought personal leadership endorsement to life in a way an email never could.
But the real cut-through came from the people behind the programme. We featured the safer gambling team members themselves – their roles, their motivations, their personal perspectives about why this work matters to them. And we featured real customer stories, showing employees exactly how safer gambling practices affect the people on the other end of the experience.
The result was a campaign that made people proud of their companies commitments to it’s customers, and want to be part of the effort.
Impact
- Significant increase in event registration and attendance.
- Employees left with a genuine understanding of why safer gambling matters and the commitment of the company to its customers.