The Royals

Changing one of society’s most entrenched behaviours

Young people view gambling as a normal, fun, and social activity, but research shows they experience a higher rate of gambling harm. This is made worse by accessible online gambling, inducements like bonus bets, and advertising that frames gambling as fun and exciting.

We quickly realised that to land a message about limits we’d have to depersonalise the behavioural issue, and step away from judgement.

So we created a fictional condition affecting thousands of Australian punters every year, "Dumb Thumb".

Dumb Thumb is when your thumb suddenly takes over your betting decisions, placing impulsive bets you'd never make with a clear head.