GamCare Launches Nationwide Awareness Campaign for National Gambling Helpline
GamCare, the UK’s leading gambling harms charity, has launched a new nationwide advertising campaign to promote its National Gambling Helpline, which offers free and confidential support to anyone affected by gambling-related issues. The initiative seeks to reach a broader audience across the UK, particularly as gambling participation continues to rise among younger people.
Campaign Aims to Raise Awareness and Empathy
The National Gambling Helpline operates 24/7, providing free information, advice, and support for people experiencing gambling harms. GamCare described the new campaign as “a reminder that compassionate and confidential support is always available through GamCare’s free, 24/7 and year-round National Gambling Helpline.”
The charity emphasised that it can assist individuals at every stage of harm, from early signs to severe addiction. Recent Gambling Commission data show that 27% of 11 to 17-year-olds reported spending their own money on gambling over the past year – a worrying statistic that underpins the campaign’s urgency.
Focus on Emotional Distress
The core message of the new advertising push centers on the psychological and emotional consequences of gambling issues. The campaign utilizes impactful language and imagery to depict feelings often associated with harmful gambling, such as being “stuck,” “trapped,” or “all tied up in knots.”
This approach seeks to create an immediate connection with those experiencing harm, aiming for emotional resonance rather than a purely informational message. The campaign message reads:
source – YouTube account GamCare UK
Tristan Cavanagh, Creative Director at 23red, the purpose-driven creative agency involved in the development, commented on the strategy:
“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.”
The campaign’s rollout coincides with the start of major autumn sporting events – including the Premier League, Champions League, Formula One, and several tennis tournaments – times when gambling activity typically spikes. GamCare hopes the heightened visibility will help more individuals access support before their behaviour becomes harmful.
