Chirpy Bet was developed with the intention of bringing awareness to the potentially harmful effects that gambling advertising may have on children. While the marketing of gambling products does not appear to be directly aimed at children, many popular approaches do inadvertently attract them, from the inclusion of comedy (particularly in video advertising); to the use of bold, bright colour schemes and typefaces; to the sponsorship of popular sporting personalities - with many studies confirming this connection.
To highlight this issue, the Chirpy Bet brand directly targets an audience of children, operating with a hyper-real currency via a points-based system, so that every child can 'be a winner'. The brand intentionally avoids the use of photography, instead relying on clean, colourful and cheerful vector illustrations, unashamedly concealing the harsh realities of gambling with a cute mascot and a bright colour scheme.
