Blue background with 4 yellow illustrated people

Meet the checkmates

The mates who help mates who gamble.

Engaged double the audience from the previous year.
Requests for counselling on Gambling Help Online up 79%.
Survey showed 70% attributed the campaign to behaviour change.

Blue background with large infographic regarding gambling odds and campaign poster

Addressing the problem without calling people out.

Responsible Gambling Awareness Week is all about educating the public on what responsible gambling behaviours look like. Our challenge was to address problem gambling, without directly calling out problem gamblers.

Blue background with two yellow illustrated people called Buck and Betty

Mates don’t let mates struggle.

To avoid stigmatising gamblers, we reached out to their mates instead. We created four relatable characters — Buck, Betty, Skip and Moby — who personify the most common behaviours of problem gambling.

Blue background with 4 character profiles of Buck, Moby, Betty and Skip

Introducing the Checkmates.

Digital, radio and print were used to promote the campaign in every major club in NSW. Fact sheets were also created as a resource for advocates and the website allowed people to check in with the Checkmates to learn more and the right actions to take.

Blue background with words BET or BUST on them

Getting inside the mind of a gambler.

We also created Bet and Bust, an online game that puts you in the mind of a gambler to show you firsthand how easy it is for gambling to get out of hand.

Three people checking out Gamble Aware week installation outside

Launching the Checkmates on the street.

The Checkmates needed to make an impactful first impression. We launched an activation in World Square in the heart of Sydney CBD where passersby could interact with the website and play Bet and Bust on touch screen kiosks.

Two people talking in front of a Gamble Aware Week back drop


increase in calls to Gambling Help during the campaign
increase in counselling requests to Gambling Help Online
website visits
plays of Bet and Bust game

Explore more case studies.

View more...

Treasure Every Moment

View more...

Meet the checkmates

View more...
Australian Museum

Sydney Science Trail