The UK General Election - 4th July 2024



Responsible Gambling Week

How PLMR created a nationwide awareness campaign to promote safe gambling


Industry Group for Responsible Gambling

The Situation

The Industry Group for Responsible Gambling (IGRG) were looking to organise and promote a week of activity across all of their member organisations (including betting shops, bingo halls and gambling websites). They wanted a full brand strategy that took into account all of the various marketing facilities available from their members, inducing everything from in store collateral to and social media. The branding needed to use colours that didn’t clash with any other their varied members’ branding and the week needed a new logo that had a bold and sharp design.

What we did

Our team put together a clear set of brand guidelines for what became Responsible Gambling Week (RGW). The brand guidelines covered every aspects of the design and its use including:

  • RGB/CMYK colour codes for the chosen brand colours
  • The order of information on all collateral
  • How to use the logo correctly depending on the context of design.

As all of the RGW collateral we designed had to be shared with other member organisations, it was vital that the brand guidelines were as flexible as possible, with various iterations for different partner brands. Despite this variation, we maintained a shared identity across all collateral; maintaining a strong brand image over the course of the week.

The Result

The IGRG team were thrilled with the design and brand guidelines. Working with our team, the guidelines were rolled out across hundreds of outlets and was presented to thousands of punters nationwide.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.