GamCare announces new UK digital awareness campaign
The gambling support charity has launched an initiative that seeks to raise awareness and encourage gamblers to turn to help when needed.
UK.- The UK gambling support charity GamCare has launched a new digital initiative that’s intended to raise awareness of gambling-related harm and encourage people to seek help for gambling problems when needed. The campaign will run across various digital channels and will focus mainly on men aged 18 to 44 as well as those affected by someone else’s gambling behaviour.
Developed with creative agency 23red, the campaign includes a 30-second film that uses metaphor to communicate emotional experiences associated with gambling. This is complemented by short-form content intended to generate recognition and reflection.
Victoria Corbishley, who was named CEO of GamCare in February, said: “Our new creative visualises the inner turmoil that people experiencing gambling harms can feel. It’s a fresh approach that we hope helps people in need, whether they gamble themselves or care about someone who does. We hope they will see those signs and reach out sooner for support.”
Tristan Cavanagh, Creative Director at 23red, added: “Unhealthy gambling habits are often hidden in plain sight. We set out to create something people who are experiencing gambling harms instantly recognise and feel rather than just watch, with visuals that mirror the quiet chaos inside someone’s head.
“Our aim was to cut through the usual tropes and deliver a piece that resonates emotionally, prompting conversations before harm escalates.”
The campaign’s launch coincides with big changes in the UK’s gambling support and education space. Last month, GamCare halted its gambling harm prevention and education programme for under-18s due to a lack of sustainable funding. The GamCare Young People’s Programme has been running since 2020 and provided support and education to over 250,000 children, young people, and stakeholders in local communities.
Meanwhile, GambleAware, which administered voluntary donations from gambling operators will close by March following the introduction of a mandatory gambling levy in Britain. The levy is overseen by the NHS and the Gambling Commission, leaving GambleAware without a role.
