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This is the latest work with GambleAware as we continue on an incredibly important mission together: to create a society where everyone is free from gambling harms.

Our first campaign to tackle the stigma around gambling addiction and get more people to open up delivered phenomenal results: figures showed that more than 8,000 people contacted the National Gambling helpline during the campaign period, and 93% of our core target audience claim to have taken action as a result of seeing the work.

But there is still a huge amount of work to be done to shatter the stigma associated with gambling addiction. To do so we brought to life the feelings that can be experienced when exposed to gambling harms, having conducted hours of interviews with people who have lived experience.

The campaign included a first of it’s kind Special Build that slowly fills with smoke in Birmingham,a city where the level of adults experiencing ‘problem gambling’ is over 55% higher than the Great Britain average.