Says Toole: "This campaign tackles a serious problem in a lighthearted way that is sure to cut through and resonate with the target audience, young men.
"The clever play on words brings a novel and humourous approach to get young men to think carefully when betting on sports so they stay in control."
The campaign will feature ads on radio, websites, mobile phones, social media and in licensed venues throughout the NRL and AFL finals and spring racing carnival.
Toole, who today launched the campaign with Parramatta Eels legend Nathan Hindmarsh, said online betting is the fastest-growing type of gambling in NSW.
Factors such as digital money, access to credit, 24/7 online availability and high-profile promotions are boosting exposure to sports betting.
Says Toole: "Ninety per cent of online sports bettors are male, with an average age of 31. This is why there needs to be a targeted education
The campaign includes several ads with different messages such as knowing when to stop betting, planning your bets, overcoming peer pressure, and not betting under the influence of alcohol or for necessities.
Betiquette is being funded by the Responsible Gambling Fund, which will provide almost $18 million in 2017/18 for initiatives to prevent and minimise harms linked to problem gambling. Creative Agency - Y&R Sydney
Managing Director - Sasha Firth
Executive Creative Directors - Dave Jourbert and Bart Pawlak
Creatives - Nick Cole and Pat Allenby
Head of Production - Jacqui Walker
Sound Engineer: Ben Crabbe
Studio Manager - Richard Spencer
Group Account Director - Aaron Swan
Senior Account Manager - Stefania Barry
Strategist - Mitchell Crowe - Hardy
Production Company: Sixty40
Directors: Simon Robson & Fred Venet
Matte Painting Artist: Max Clifford
Senior Producer: Charu Menon
Executive Producer: Will Alexander
Digital Agency - VML
ECD/MD - Aden Hepburn
Creative Director - Matt Geersen
Creatives - Rapha Valenti and Fred Corazza
Business Lead - Mark Tovbis
Senior Account Manager - Kirsten Jones
Strategist - Henry Innes
Senior Producer - Ed Krause