BeGambleAware,the initiative from independent charity GambleAware and The Safer Gambling Board, whose mission is to keep people safe from gambling harms, has launched a tactical campaign starring ex-England international goalkeeper David James MBE, as it seeks to help people keep ‘Bet Regret’ in check following the return of the Premier League.The push was created in partnership with creative agency M&C Saatchi and is part of BeGambleAware and The Safer Gambling Board’s broader ‘Bet Regret’ campaign, which promotes safer gambling, primarily amongst men aged 18 to 34.With football returning to our screens, and a packed schedule of fixtures, M&C Saatchi and GambleAware recognised that excited fans might be more susceptible to placing lots of impulsive bets, potentially leading to feelings of regret.CreditsClient: GambleAwareZoë Osmond - Communications and Engagement DirectorJen Gould – Communications ManagerCreative agency: M&C SaatchiJames May – Business DirectorJamie Roston – Account ManagerDanny Jones – CreativeJordan Morris – CreativeMatt Lee – Executive Creative DirectorBruce McKelvie – Head of TV – Agency Film ProducerProduction company: Electric RobinKevin Batchelor - DirectorRoss Brandon – Co-founder and ProducerMedia agency: Goodstuff