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This is made worse by accessible online gambling, inducements like bonus bets, and advertising that frames gambling as fun and exciting."}],"markDefs":[],"style":"normal"},{"_key":"b3cf0355b072","_type":"block","children":[{"_key":"494c62cf3c62","_type":"span","marks":[],"text":"We quickly realised that to land a message about limits we’d have to depersonalise the behavioural issue, and step away from judgement."}],"markDefs":[],"style":"normal"},{"_key":"7cf905f96670","_type":"block","children":[{"_key":"d07c8524895a","_type":"span","marks":[],"text":"So we created a fictional condition affecting thousands of Australian punters every year, \"Dumb Thumb\"."}],"markDefs":[],"style":"normal"},{"_key":"9e665218591c","_type":"block","children":[{"_key":"a30621305ed60","_type":"span","marks":[],"text":"Dumb Thumb is when your thumb suddenly takes over your betting decisions, placing impulsive bets you'd never make with a clear head."}],"markDefs":[],"style":"normal"}],"gallery":[{"_type":"vimeoEmbed","key":"64b124a30105","vimeoId":"1200661861"},{"_key":"37afe6575b1d","_type":"contentBreak"},{"_type":"vimeoEmbed","key":"9d3f7f35067f","vimeoId":"1200665974"},{"_type":"vimeoEmbed","key":"173d127e4d41","vimeoId":"1212561280"},{"_key":"0aa759089143b0b425bfe09205b1f91b","_type":"contentBreak"},{"_type":"contentImage","_key":"105629fb0c75","key":"105629fb0c75","alt":"Beat Dumb Thumb campaign - animated Out Of Home placement Top down view of a phone resting on a table showing a betting app on screen. A thumb to the left of the phone is gaffer taped to the table. The thumb is wriggling but unable to break free. The campaign lockup is shown to the left with text - “Beat Dumb Thumb: Set limits before your bet”","asset":{"gatsbyImageData":{"images":{"sources":[{"srcSet":"https://cdn.sanity.io/images/d0yi7guq/production/e7eddcd7f2669087cac6c9fece249f0aee6241c2-1348x758.gif?w=320&h=180&auto=format 320w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/e7eddcd7f2669087cac6c9fece249f0aee6241c2-1348x758.gif?rect=0,0,1347,758&w=654&h=368&auto=format 654w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/e7eddcd7f2669087cac6c9fece249f0aee6241c2-1348x758.gif?w=768&h=432&auto=format 768w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/e7eddcd7f2669087cac6c9fece249f0aee6241c2-1348x758.gif?w=1024&h=576&auto=format 1024w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/e7eddcd7f2669087cac6c9fece249f0aee6241c2-1348x758.gif?w=1348&h=758&auto=format 1348w","sizes":"(min-width: 1348px) 1348px, 100vw","type":"image/gif"}]},"layout":"constrained","width":1348,"height":758}}},{"_key":"3da17d7c01b41e500727d3334bcc1af9","_type":"contentBreak"},{"_type":"contentImage","_key":"3c3184f99e9e","key":"3c3184f99e9e","alt":"Beat Dumb Thumb campaign - Out Of Home placement above Punt road bridge in Melbourne.  showing a betting app on a phone with a thumb being restrained from touching the phone by a neck tie. The scene is on the sidelines of a horse race. lockup is shown to the left with text - “Beat Dumb Thumb: Set limits before your bet”","asset":{"gatsbyImageData":{"images":{"sources":[],"fallback":{"src":"https://cdn.sanity.io/images/d0yi7guq/production/3979929a170a2060b4329d5d48801d7437e6365a-1920x1080.jpg?w=1920&h=1080&auto=format","srcSet":"https://cdn.sanity.io/images/d0yi7guq/production/3979929a170a2060b4329d5d48801d7437e6365a-1920x1080.jpg?w=320&h=180&auto=format 320w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/3979929a170a2060b4329d5d48801d7437e6365a-1920x1080.jpg?rect=0,0,1919,1080&w=654&h=368&auto=format 654w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/3979929a170a2060b4329d5d48801d7437e6365a-1920x1080.jpg?w=768&h=432&auto=format 768w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/3979929a170a2060b4329d5d48801d7437e6365a-1920x1080.jpg?w=1024&h=576&auto=format 1024w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/3979929a170a2060b4329d5d48801d7437e6365a-1920x1080.jpg?rect=0,0,1920,1079&w=1366&h=768&auto=format 1366w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/3979929a170a2060b4329d5d48801d7437e6365a-1920x1080.jpg?w=1600&h=900&auto=format 1600w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/3979929a170a2060b4329d5d48801d7437e6365a-1920x1080.jpg?w=1920&h=1080&auto=format 1920w","sizes":"(min-width: 1920px) 1920px, 100vw"}},"layout":"constrained","width":1920,"height":1080}}},{"_key":"9d716591a7c81b05eb2a5302c8b6dddd","_type":"contentBreak"},{"_type":"contentImage","_key":"f3a1bb19526c","key":"f3a1bb19526c","alt":"Beat Dumb Thumb campaign - Out Of Home placement above Swanston st Melbourne.  A mobile phone resting on a glass, on top of a bar table in a sports bar. The phone is showing a betting app on screen. A thumb to the left of the phone being restrained by a billiard chalk rope. The campaign lockup is shown to the left with text - “Beat Dumb Thumb: Set limits before your bet”","asset":{"gatsbyImageData":{"images":{"sources":[],"fallback":{"src":"https://cdn.sanity.io/images/d0yi7guq/production/6ebc26b471fca044295c228febe119e2e556a688-1920x905.jpg?w=1920&h=905&auto=format","srcSet":"https://cdn.sanity.io/images/d0yi7guq/production/6ebc26b471fca044295c228febe119e2e556a688-1920x905.jpg?rect=1,0,1918,905&w=320&h=151&auto=format 320w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6ebc26b471fca044295c228febe119e2e556a688-1920x905.jpg?rect=0,0,1920,904&w=654&h=308&auto=format 654w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6ebc26b471fca044295c228febe119e2e556a688-1920x905.jpg?w=768&h=362&auto=format 768w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6ebc26b471fca044295c228febe119e2e556a688-1920x905.jpg?rect=1,0,1919,905&w=1024&h=483&auto=format 1024w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6ebc26b471fca044295c228febe119e2e556a688-1920x905.jpg?w=1366&h=644&auto=format 1366w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6ebc26b471fca044295c228febe119e2e556a688-1920x905.jpg?w=1600&h=754&auto=format 1600w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6ebc26b471fca044295c228febe119e2e556a688-1920x905.jpg?w=1920&h=905&auto=format 1920w","sizes":"(min-width: 1920px) 1920px, 100vw"}},"layout":"constrained","width":1920,"height":905}}},{"_key":"a5fad0f22f61c5c33d0bebd193dfb4b8","_type":"contentBreak"},{"_type":"contentImage","_key":"7a3528aa9b84","key":"7a3528aa9b84","alt":"Beat Dumb Thumb campaign - Out Of Home placement above Punt road bridge in Melbourne.  Showing a betting app on a phone with a thumb being restrained from touching the phone. 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Showing a betting app on a phone resting on a cutlery container on a bar table. A thumb is in the foreground being restrained from touching the phone with a tiny bite-restraint mask and a canvas straitjacket. 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