Opening Up About Gambling Harms
Great Britain has one of the world’s biggest gambling markets, with 59% engaging annually. Yet 0.5% suffer from gambling problems and a further 3.8% are at elevated risk. These harms extend beyond individuals to families, close associates, and wider society. GambleAware’s vision is to create a society safe from gambling harms.
But two key challenges emerged: 75% of those experiencing harm felt stigma and couldn’t open up, and GambleAware faced a 96:1 budget disadvantage versus gambling operators. The campaign had to widen empathy, shift societal perceptions, and empower people to seek help.
Education was vital. Partnering with those with lived experience helped us shape authentic, salient storytelling. We focused on platforms where betting companies couldn’t activate and hijacked moments when they did. Our integrated strategy spanned AV, audio, OOH, dynamic digital, and community partnerships. Minority groups, including South Asian and Black Heritage audiences, experience disproportionate harm but are less likely to access support. We worked with trusted messengers to speak credibly to them.
The launch included AV across Sky Sports Premier League coverage, BVOD, radio, and digital audio, supported by data-led targeting of at-risk households. A LADbible partnership featured Paul Merson and Pieface opening up about their gambling struggles. Native-language AV spots and bespoke content on Acast, Complex, and Versus spoke directly to underrepresented communities.
We intercepted gambling triggers with AV spots after operator ads, DOOH near betting shops, a 96-sheet outside Arsenal, and a live news ticker on sports sites. Programmatic media targeted behavioural signals and keywords. Reddit takeovers aligned with high-risk events like Cheltenham.
The campaign reached 98% of the target audience, earned national media coverage, and sparked over 41,000 social mentions. 160k visited the support site (+43%), 22k used the self-help tool, and 8,000 contacted the helpline—kickstarting a vital, life-saving national conversation.