23red and GamCare unveil New Campaign which Brings the Hidden Feelings of Gambling Harm to Life

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Purpose-led creative agency 23red, part of CapGemini and UK charity GamCare have launched a new year-round digital campaign designed to help people recognise the often-invisible feelings associated with gambling harms and encourage people to seek support sooner, as needed.

Running across multiple digital platforms, the adverts target men aged 18–44 and people affected by the gambling of their loved ones, who are often women, and who often play a central role in family wellbeing, to take that first step to seeking support.

The campaign includes 30-, 15- and 6-second creatives in standard formats, with a major burst planned for the New Year, one of the busiest times of year in terms of people contacting the Helpline.

At its heart is a striking new 30-second film that uses metaphorical visual storytelling to bring to life the intense emotions people can experience when gambling takes control—feelings of being stuck, feeling trapped and a sense of being tied in knots by gambling.

Tristan Cavanagh, Creative Director at 23red comments: “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”.

Victoria Corbishley, Chief Executive Officer at GamCare comments: “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 new GamCare campaign underscores that gambling harm doesn’t always look how you expect. It can affect colleagues, partners, friends, or family members who seem “on top of it,” and it can escalate quietly until it touches every part of life.

GamCare’s services are free and confidential, non-judgemental help is available 24/7, 365 days a year from trained advisers.

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