Gamble Aware

GambleAware envisions a society free from gambling harms. This campaign targets the South Asian audience, aiming to reduce stigma associated with gambling harms, improve perceptions of those affected, decrease barriers of embarrassment/shame, and encourage action through seeking advice and support from GambleAware. If gambling ever affects you or someone you know, find free support and advice by searching GambleAware.

I worked on the project from concept to delivery, holding various roles. I created a pre-production meetings deck and participated in the client meetings, explaining the desired look and tone of the video. During the shoot, I served as the art director on location. In post-production, I worked as a video/sound editor and colorist to achieve the desired aesthetic for the advert. Additionally, I was responsible for developing clock slates/clapperboard, and formatting the adverts for broadcast.

For the campaign, we strategically chose prominent South Asian TV channels in the UK, including Utsav Plus, Utsav Gold, Utsav Bharat, Colors TV, Colors Rishtey, Colors Cineplex, Zee TV, Zee Cinema, Zee5, Yupp TV, Hum Masala, Geo TV, Geo News, Channel S, NTV Europe, and ATN Bangla. To ensure cultural relevance, we developed tailored content featuring appropriate spokespersons and messaging.

To cater to different language preferences, we featured Pakistani actor and model Imran Abbas on Pakistani channels, Indian actress Pranali Rathod on Hindi channels, and Ajmal Masroor, a Bangladeshi-born British imam, broadcaster, and politician, delivering the message in English, which was broadcasted on Bengali channels.