AIB Bank is Ireland’s largest bank and sponsors the national sport, gaelic football. Footballers are increasingly turning to gambling as their vice of choice, as it doesn’t affect their performance the same way alcohol or drugs would. It’s become a negative culture within the sport. Players are 3 times more likely to exhibit problem gambling behaviour than the general population. Several high-profile footballers have battled problem gambling in recent years. Our campaign set out to create awareness of this hidden problem in sport.

In Ireland, gaelic football players are 3 times more likely to exhibit problem gambling behaviour than the general population. Problem gambling shows no outward or obvious signs. It’s a hidden addiction, so it’s ignored. As sponsors of gaelic football, AIB Bank wanted to highlight this hidden problem by using something else we ignore – the terms and conditions of financial advertising. We turned over all our advertising to this issue and, for the first time, made a new storytelling medium out of T&Cs. Every piece of advertising became dedicated to the true story of a different footballer and their gambling problems. It urged affected readers to get help through counselling.

We wanted to start a conversation about a topic people were conditioned to ignore. So we turned over all our communications and made a new medium out of something else people ignore - the terms and conditions of financial advertising. Every piece of our advertising became dedicated to the true story of a different gaelic football player and their gambling problems. The press campaign was targeted at players through relevant sport pages, as well as the wider readership of 527,000, ensuring everyone was aware of the seriousness of gambling addiction and knew where to get help. We partnered with non-profit Extern Problem Gambling to fund additional services and support.

The campaign launched in all national Sunday papers across Ireland in April, reaching 527,000 readers. The following day we launched a PR campaign on national radio, where several high-profile gaelic football players shared their hidden stories of problem gambling. The campaign will continue into summer as the gaelic football championships begin. We partnered with non-profit Extern Problem Gambling to provide counselling and help for those affected by gambling addiction.

The campaign resulted in the number of addiction counsellors doubling through charitable donations.

We saw a 106% increase in helpline calls within 48 hours of launch, with 1 in 4 being from concerned family or friends of problem gamblers.

The problem no one spoke about has been trending ever since, picked up by national politicians, broadcasters and local celebrities.