GamCare Partners with 23red for Ongoing Problem Gambling Awareness Campaign

The UK charity GamCare has teamed up with the creative agency 23red to launch an ongoing campaign aimed at encouraging individuals struggling with problem gambling to seek support. This initiative supports GamCare’s mission to reduce gambling-related harm across Great Britain by helping people recognize the warning signs early on.

A Campaign Highlighting the Hidden Struggles of Gambling Harm

23red, part of CapGemini, collaborated with GamCare to develop a year-round digital campaign that reveals the often concealed emotions experienced by those affected by problem gambling. The campaign primarily targets men aged 18 to 44, as well as people impacted by the gambling issues of family members or friends.

The main objective is to motivate individuals to get help early, as addressing gambling harm promptly typically leads to better treatment outcomes.

The campaign features advertisements of varying lengths — 30, 15, and 6 seconds — that depict the challenges linked with compulsive gambling. Additionally, a new 30-second video has been created for the New Year period, a time when many affected individuals reach out for assistance. This video focuses on the loss of control often experienced by problem gamblers and is designed to resonate deeply with those who have faced gambling-related difficulties.

One key aim of the campaign is to demonstrate that gambling harm can sometimes be subtle or unexpected. GamCare and 23red also want to convey how quickly gambling problems can escalate and that no one is completely protected from this risk.

The Inner Struggles of Problem Gambling

Tristan Cavanagh, the creative director at 23red, emphasized that problem gambling isn’t always obvious from the outside. With this in mind, the campaign was crafted to encourage viewers to take meaningful action.

He explained that the ads are meant to evoke recognition and emotional response in those experiencing gambling harm, portraying the silent turmoil that occurs inside a person’s mind. The campaign aims to break away from common stereotypes and spark conversations before situations worsen.

Victoria Corbishley, CEO of GamCare, expressed her satisfaction with the campaign’s approach, noting that it visualizes the emotional struggles faced by those affected.

She stated that the campaign offers a fresh perspective intended to aid both individuals who gamble and those who care about someone with gambling problems, encouraging them to recognize warning signs and seek support sooner.

Separately, GamCare has recently highlighted concerns regarding the increasing financial pressures faced by people harmed by gambling.