GambleAware has placed a ‘crushed’ billboard outside Arsenal’s Emirates Stadium to raise awareness of gambling harms among football fans on their way to the game.
Created by Lucky Generals, the specially-built billboard – which reads: “It felt like gambling was crushing me until I talked to someone” – is the first of its kind.
The activation is part of a GambleAware campaign to reduce the stigma associated with gambling harms and encourage people to seek help. Supported by Paul Merson, the ex-Arsenal and England midfielder who has spoken openly about his recovery from gambling harms, the top of the billboard has been crushed to highlight the damaging effect gambling can have.
The billboard was placed outside the Arsenal stadium in north London after GambleAware data found that people in London are twice as likely to experience gambling problems compared to the rest of Great Britain.
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The campaign – which also spanned TV, OOH, print, radio and social – is part of the ‘Let’s open up about gambling’ brand platform developed by Lucky Generals and launched by GambleAware earlier this year.
The agency created a distinctive visual and verbal identity for the brand as well as developing a long-term strategy built around people with lived experience of gambling harms. The platform encourages an open conversation about the way gambling can make people feel in the hope that more people will use GambleAware’s advice, tools and support.
Lucky Generals creative directors Nick Bird and Lee Smith designed the crushed billboard to “confront the stigma” associated with gambling and bring the issues to life in “a way that can’t be ignored”.
“Gambling harms are hidden and complex in nature. For many people, feelings of shame and embarrassment prevent them from opening up to loved ones,” added GambleAware CCO Alexia Clifford.
“Gambling harms can affect anyone, and it’s important that we break down the stigma and encourage people to come forward and talk. We are launching this billboard in sight of the Emirates stadium, and hope that any match-going fans who see it and are worried about their gambling feel empowered to open up and speak to someone to get help and support.”
Lucky Generals worked closely with Freuds+ who handled regional and sports PR outreach and 23red, who delivered the partnerships with the Football Supporters Association and Arsenal Supporter’s Trust.
