GamCare Launches Digital Campaign to Help People Recognise Gambling Harm

GamCare, the UK charity focused on gambling harm prevention, has introduced a new digital campaign designed to help people recognise when gambling starts to cause problems and to encourage them to seek support before those problems grow.

Good to Know

• The campaign was developed with 23red, a CapGemini creative agency.
• It targets men aged 18–44 and people affected by someone else’s gambling.
• A 30-second short film uses metaphorical visuals to reflect emotional struggles linked to gambling.

The initiative will run throughout the year across major digital and social platforms. It aims to start meaningful conversations about gambling habits and emotional well-being by reaching people where they already spend time online.

A New Look at Gambling Awareness

GamCare CEO Victoria Corbishley said the goal was to visualize what gambling harm feels like rather than just describe it:

“Our new creative visualises the inner turmoil that people experiencing gambling harms can feel. It’s a fresh approach that we hope helps people in need, whether they gamble themselves or care about someone who does. We hope they will see those signs and reach out sooner for support.”

The short film at the heart of the campaign blends emotional storytelling with strong imagery. It portrays how gambling can shift from excitement to anxiety and isolation — often before people even realise the change.

Creative Approach Focused on Emotion

Tristan Cavanagh, Creative Director at 23red, explained how the team aimed to reach viewers emotionally instead of relying on standard messaging:

“Unhealthy gambling habits are often hidden in plain sight. We set out to create something people who are experiencing gambling harms instantly recognise and feel rather than just watch, with visuals that mirror the quiet chaos inside someone’s head. Our aim was to cut through the usual tropes and deliver a piece that resonates emotionally, prompting conversations before harm escalates.”

GamCare and 23red have worked together before, but this campaign is described as one of their most immersive efforts yet — blending behavioral insight with cinematic storytelling.

The launch comes as the wider UK gambling support landscape is shifting. Another charity, GambleAware, announced plans to wind down operations by March 2026, transferring its programs to the British government. That transition places GamCare in an even more central role in delivering education, support, and treatment services across the country to promote responsible gaming.

The post GamCare Launches Digital Campaign to Help People Recognise Gambling Harm appeared first on iGaming.org.