Africa Safer Gambling Week
27 MILLION
Audience impressions generated by 150+ pieces of owned social content
8,500
Social media engagements generated across the earned and owned social conversation
SIX COUNTRIES
Our campaign homed in on audiences across 6 core nations that participated in the campaign
Africa Safer Gambling Week
The African iGaming Alliance launched the inaugural Africa Safer Gambling Week to unite regulators, industry stakeholders and communities around a shared commitment to safer gambling. Our challenge was to bring this complex, international initiative to life through accessible, engaging social content, creating a unified campaign that could resonate with audiences across six African countries, drive awareness and encourage meaningful conversations around player protection.
Objective
To launch Africa’s first-ever Safer Gambling Week, using social media to raise awareness, promote player protection and unite stakeholders across six African countries around a shared commitment to safer, more responsible gambling.
Strategy
A social-first strategy centred on #PlaySafeAfrica, transforming complex player-protection issues into accessible, engaging content. Our approach combined educational storytelling with coordinated stakeholder amplification, creating a unified campaign identity designed to resonate across diverse African markets.
Tactics
We delivered a coordinated five-day content programme covering responsible play, gambling limits and player protection. Branded social assets, educational messaging and #PlaySafeAfrica provided a consistent framework for stakeholder amplification, supported by media outreach and a continental webinar.
Results
The inaugural campaign generated 39 million impressions and 8,500 engagements, amplifying #PlaySafeAfrica across six African countries and beyond. The campaign united industry stakeholders and communities, establishing a foundation for continued awareness, education and collaboration.