GambleAware has unveiled a major new integrated campaign in a bid to reduce the stigma people feel surrounding gambling harms.
Through the ‘Let’s Open Up About Gambling’ campaign, the charity has brought people’s experience of gambling harms to life in an effort to change societal perceptions and inspire affected individuals to seek support.
According to GambleAware – the strategic commissioner of gambling harm prevention and treatment services across Great Britain – three in four (75%) people experiencing gambling problems feel like they cannot open up about the issue.
“Gambling has been a ‘hidden addiction’ for too long, with feelings of shame, embarrassment and guilt preventing people from opening up to loved ones about the issue,” GambleAware chief communications officer Alexia Clifford said.
While the campaign will roll out via out-of-home (OOH), radio, video on demand and social media platforms, the accompanying TV spots – created by agency Lucky Generals – were co-created with individuals affected by gambling harms and uses conceptual drawings to illustrate the difficult emotions caused by harms from gambling.
Lucky Generals founding partner Andy Nairn added: “To show the impact seeking help can have we wanted to put the real stories of those with lived experience front and centre in this campaign. We hope to show the benefits of opening up in a way that will encourage a bigger conversation about the way gambling can make people feel.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
The campaign’s media planning and buying agency, Omnigov (OMD), has also developed a strategic framework centred around behavioural science, delivering education at scale to vulnerable, disadvantaged communities with timely interruptions to encourage action.
MGOMD client business director Maxine Ames said: “Working with the GambleAware team both client and agency side has been a delight as we get the important message of gambling harms out to the general public with this vital Stigma campaign.”
Strategic partnerships, led by 23red, and PR activity managed by Freuds+ will also look to collectively battle the stigma surrounding gambling harms.
