GambleAware came to us with an incredibly important mission: to create a society where everyone is safe from gambling harms. And with 75% of people experiencing gambling problems feeling like they can’t open up to loved ones, to achieve this goal, it is paramount that we tackle the stigma surrounding gambling harms.

We’ve developed a distinctive brand world as well as a new brand platform, ‘Let’s open up about gambling’ to encourage open conversation about the way gambling can make people feel.

Our campaign brings real people’s experiences of gambling harms to life and positions them as a public health concern, in an effort to change societal perceptions and encourage affected individuals to seek support.

The work got more people to open up, delivering 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.