GamCare Joins Forces with 23red for Year-Round Problem Gambling Awareness Campaign

UK charity GamCare has joined forces with creative agency 23red to launch a new campaign to help encourage problem gamblers to seek help. This aligns with the charity’s ongoing efforts to reduce problem gambling in Great Britain and help people identify the signs.

The New Campaign Will Demonstrate How Harmed People Feel

23red, which is part of CapGemini, has worked with GamCare to create a year-round digital campaign that highlights the usually hidden feelings related to problem gambling. The campaign has been designed to appeal primarily to male gamblers between 18 and 44, as well as those affected by the problem gambling of a loved one.

The goal is to inspire people to seek help as soon as possible, as tackling harm earlier on tends to have a positive effect on treatment.

The campaign features 30, 15, and 6-second-long ads that highlight the struggles associated with excessive and compulsive gambling. In addition to that, 23red and GamCare have prepared a new 30-second film for the New Year holidays, which tends to be the usual time many harmed individuals contact problem gambling services. The movie in question emphasizes the loss of control problem players can experience and has been designed to strike close to home to those who have been impacted by their own or a loved one’s gambling.

A major objective of the new campaign is to show that harm can sometimes be hidden or unlike what people expect it to be. Additionally, GamCare and 23red want to show how quickly things can spiral out of control and that no one is truly immune.

The Turmoil Is Often Internal

Tristan Cavanagh, creative director at 23red, noted that problem gambling is not always visible. Because of that, his team wanted to create ads that prompt viewers to take action.

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.

Tristan Cavanagh, creative director, 23red

Victoria Corbishley, GamCare’s CEO, was pleased with the campaign, saying that the new ads seek to “visualize the inner turmoil” that harmed individuals go through.

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.

Victoria Corbishley, CEO, GamCare

In other news, GamCare recently raised alarms over the growing financial strain that people experiencing gambling harm are exposed to.