Charity Gambleaware is spotlighting the growing issue of gambling harm among young people with the launch of a new installation at Westfield London in White City.
Developed in partnership with London-based creative agency Lucky Generals, the installation features 85,000 poker chips, each representing a child aged 11 to 17 in Britain currently experiencing gambling-related harm.
Forming part of the charity’s ongoing Stigma campaign, the display aims to challenge public assumptions and calls for urgent action and will be amplified by a film starring racing driver Nicholas Hamilton, who delt with gambling harm in his 20s.
“Our campaign to tackle stigma has been co-created with people with lived experience of gambling harms, putting their voices, experiences and stories at the heart of our communications. We’re incredibly grateful for their contribution,” said Gambleaware CMO, Alexia Clifford.
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“Our new installation is a powerful visual reminder that gambling harm can affect absolutely anyone – including children. With nearly one in three people saying they recall seeing their first gambling advert before the age of 17, it is clear that more needs to be done to reduce children’s exposure to gambling advertising.”
The campaign is a result of a collaboration between Lucky Generals, Freuds+, Creative Giants, MGOMD and Flipside, is also informed by new data that reveals 67% of the public believe there is a stigma around gambling harm, with 31% saying they saw their first gambling advert when they were a child.
Lucky Generals chief creative officer, Shelley Smoler said: “Poker chips belong in casinos. Children don’t. But gambling harm doesn’t always play by the rules.
“These 85,000 chips tell a difficult story, one of children aged 11-17 living with gambling harm in Britain today, but they also start an essential conversation. This installation makes that invisible harm impossible to ignore.”
