The UK’s responsible gambling charity GambleAware has selected its Don Drapers and/or Peggy Olsens to craft its new safer gambling advertising campaign.

On Friday, GambleAware announced that it had appointed creative agency M&C Saatchi to handle its two-year, £7m responsible gambling advertising campaign, which will target ‘at risk’ gamblers to ensure they don’t progress (or regress) into full-blown problem gamblers.

GambleAware said it had selected M&C Saatchi following a competitive procurement process based on the agency’s previous experience in public health campaigns, the quality of their pitch, the depth of their analysis and the expertise of their team.

The charity has created a new board to oversee the campaign, and an advisory panel has been formed to solicit input from the gaming industry, the sports sector, problem gamblers, treatment providers, related charities and faith groups.