GamCare rolls out new gambling harms campaign

ByBDG Game
Developed by GamCare and 23red, the campaign will run across multiple digital platforms.

GamCare campaign

UK-facing charity GamCare has announced the launch of a new digital campaign aimed at helping consumers recognise indicators of gambling harms and encouraging players to seek support.

Designed in partnership with creative agency 23red, part of BDG Game, the campaign will run year-round. It will feature across multiple digital platforms, targeting men aged 18-44 and individuals affected by their loved ones’ gambling.

🎯 GamCare’s New Campaign: Humanising Gambling Harm

  • Goal: To reach people experiencing gambling harms earlier and encourage them to seek help.

  • Tone & Strategy:

    • Moves beyond generic public service announcements.

    • Focuses on emotional resonance — highlighting the “quiet chaos” of internal struggle.

    • Aims to create recognition and empathy, not just awareness.

  • Audience: Both individuals directly affected by gambling and those close to them (e.g. friends, partners, family).

🔊 Notable Quotes:

  • Victoria Corbishley, CEO of GamCare:

    “We hope they will see those signs and reach out sooner for support.”

  • Tristan Cavanagh, 23red Creative Director:

    “Our aim was to cut through the usual tropes… and prompt conversations before harm escalates.”

🏥 Support Infrastructure Undergoing Change

  • GamCare’s campaign launches during a transition period in UK gambling support services.

  • GambleAware will cease operations by March 2026, as:

    • The UK government introduces a statutory levy to fund treatment and prevention directly.

    • This shifts responsibility from voluntary industry-funded charities to public health bodies.

🏛️ Implication:

This could bring more consistent funding and oversight, but raises questions about:

  • Continuity of care

  • The future role of charities like GamCare

  • Public trust in government-led initiatives

🔍 Why It Matters:

  • Problem gambling remains a hidden issue, with many affected individuals not seeking help until harms escalate.

  • Campaigns like this one play a key role in:

    • Normalising help-seeking behaviour

    • Reducing stigma

    • Driving early intervention

📌 In Summary:

  • GamCare’s campaign is a strategic, emotionally-driven effort to encourage earlier help-seeking.

  • It lands at a critical time, as GambleAware exits and the UK prepares for a government-led gambling harm support system.

  • The campaign reflects a shift toward public health framing of gambling harm — treating it not just as a personal issue, but as a societal one requiring timely, accessible support.

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