23red and GamCare launch new gambling harm campaign

Purpose-led creative agency 23red, part of Capgemini, has joined forces with the UK charity GamCare to launch a powerful and emotionally resonant campaign that seeks to expose the often-hidden emotional impact of gambling harm. The year-round initiative has been designed not only to increase awareness but also to help people recognise the subtle and often unspoken signs of distress linked to gambling.

Through this campaign, both organisations hope to encourage early intervention by prompting individuals—either those who gamble or those affected by someone else’s gambling—to seek professional support before harm intensifies.

Raising awareness through digital storytelling

The new campaign runs across multiple digital platforms and is strategically aimed at men aged between 18 and 44, a demographic statistically more likely to engage in gambling activities. However, the campaign also extends its focus to people affected indirectly—most often women—who play a vital role in family life and may carry the emotional and financial weight of another’s gambling habits.

The initiative includes 30-, 15-, and 6-second creatives presented in standard digital formats. A major push is planned around the New Year period, which historically represents one of the busiest times for people reaching out to GamCare’s National Gambling Helpline. This timing reflects a broader understanding of seasonal patterns, where increased emotional reflection and financial stress during the holidays can exacerbate gambling behaviours.

A powerful film that captures emotional reality

At the centre of the campaign lies a compelling 30-second film that relies on metaphorical visual storytelling. The film explores the intense emotions that individuals often feel when gambling takes control of their lives—feelings of being trapped, isolated, and entangled in a web of anxiety and shame. Rather than showing gambling directly, the film visualises the emotional experience behind the habit, bringing to light the internal chaos that often remains invisible to others.

Human emotions as the creative focus

Tristan Cavanagh, Creative Director at 23red, explains the creative vision behind the campaign:

“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 creative direction intentionally avoids the overused imagery associated with gambling campaigns—such as flashing lights, betting slips, or casino tables. Instead, the visuals convey a deeply personal and emotional journey that mirrors the confusion, guilt, and entrapment felt by many who struggle with gambling addiction or its ripple effects.

Empathy at the heart of GamCare’s message

Victoria Corbishley, Chief Executive Officer at GamCare, echoes this sentiment, noting that empathy and understanding are at the heart of the campaign’s message:

“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.”

GamCare’s leadership has long emphasised the importance of accessible, judgment-free support for anyone affected by gambling harms. The campaign is part of the organisation’s broader mission to normalise conversations around gambling and to challenge the misconception that harm is always visible or tied to financial ruin.

Understanding the hidden nature of gambling harm

Gambling harm rarely fits a single profile. It may occur silently, affecting individuals who appear to be functioning well in other areas of life. Many people who struggle with gambling maintain careers, relationships, and social lives that conceal the depth of their emotional or financial difficulties.

GamCare’s campaign underscores that the face of gambling harm is not always what society expects. It could be a colleague who seems successful, a partner who manages household finances, or a friend who appears composed. Beneath that surface, however, feelings of guilt, fear, and helplessness can take root and gradually affect every part of a person’s life.

This recognition—that gambling harm can be invisible—forms the foundation of the campaign’s creative and emotional strategy. The message aims to dismantle stigma, replacing shame with understanding and action.

Encouraging early help-seeking behaviour

The campaign’s overarching goal is to prompt earlier intervention. Research conducted by charities and public health organisations has shown that many individuals delay seeking help until they reach a point of crisis. By then, gambling harm may have already impacted their relationships, work performance, and mental health.

By focusing on emotional awareness rather than overt behaviour, the campaign seeks to shift the conversation from blame to support. It encourages individuals to interpret emotional cues—such as anxiety, restlessness, or detachment—as possible indicators of deeper gambling-related struggles.

The role of digital platforms in mental health advocacy

The use of digital media as a primary communication channel is deliberate. Social platforms have become crucial in reaching younger audiences who may not engage with traditional advertising or support networks. The campaign’s use of short-form video content and emotional storytelling allows it to fit naturally into digital environments, increasing visibility while maintaining sensitivity around the topic.

Furthermore, digital campaigns can create safe, private pathways for individuals to seek help. Many people experiencing gambling-related distress may feel uncomfortable discussing their issues openly. Online resources—such as GamCare’s live chat, forums, and confidential helpline—offer an accessible first step toward recovery.

23red’s ongoing commitment to social impact

As part of Capgemini, 23red has built a reputation for developing purpose-driven campaigns that address social and public health challenges. The agency’s collaboration with GamCare represents a continuation of its commitment to meaningful creative work that combines emotional intelligence with public good.

By crafting a campaign that resonates with emotion rather than statistics, 23red underscores the power of storytelling in public awareness. It transforms abstract data about gambling harm into a relatable human experience—one that viewers can see themselves or loved ones reflected in.

GamCare’s long-standing mission

Since its establishment, GamCare has positioned itself as the UK’s leading provider of information, advice, and support for anyone affected by gambling. Its services are free, confidential, and available 24/7, 365 days a year. The organisation’s trained advisers offer non-judgemental assistance through helplines, live chats, and treatment programmes tailored to individual needs.

GamCare’s ongoing mission extends beyond crisis response. It aims to reshape societal attitudes toward gambling and to promote responsible play through education, policy engagement, and partnerships. The new campaign complements these efforts by humanising the emotional cost of gambling harm and bridging the gap between awareness and action.

A shift in cultural perception

The collaboration between 23red and GamCare represents a broader shift in how public campaigns address gambling. Historically, such campaigns have focused heavily on financial loss or addiction severity. However, this new approach acknowledges that the real damage often begins at an emotional level—through feelings of shame, secrecy, and loss of control.

By spotlighting the emotional dimension of gambling harm, the campaign aligns with a more contemporary understanding of addiction as a behavioural health issue rather than a moral failing. It invites compassion, not condemnation, and reinforces that help is both possible and available.

Looking ahead: Sustained awareness and long-term impact

The campaign’s rollout is designed to sustain awareness throughout the year, not just during the high-visibility New Year period. Its long-term objective is to build continuous engagement with audiences, encouraging conversations around gambling in homes, workplaces, and communities.

Both 23red and GamCare emphasise that addressing gambling harm requires ongoing dialogue, policy collaboration, and public participation. Through continued visibility and education, they hope to ensure that fewer people reach crisis point before seeking support.

Support is always available

GamCare reminds the public that its support services are free, confidential, and open to anyone, whether they gamble or are affected by someone else’s gambling behaviour. Trained advisers provide practical guidance, emotional support, and pathways to further treatment.

The charity’s message is clear: no one has to face gambling harm alone, and reaching out for help is a sign of strength, not weakness.

Conclusion

The collaboration between 23red and GamCare marks a significant step forward in addressing gambling harm through empathy, awareness, and innovation. By shifting the narrative from overt addiction to the subtle, emotional struggles that often precede it, the campaign captures a reality many experience but few openly acknowledge. Its creative storytelling approach allows audiences to connect on a human level, breaking through stigma and silence.

Beyond raising awareness, the campaign’s deeper achievement lies in fostering early recognition and intervention. It underscores that gambling harm does not discriminate—it can affect anyone, regardless of background, age, or circumstance. By encouraging people to notice emotional cues and seek help before reaching crisis point, it offers a pathway to recovery rooted in understanding rather than judgment.

As this initiative continues to unfold across digital platforms, its resonance will likely extend far beyond its initial reach. Both 23red and GamCare exemplify how purposeful communication and compassionate advocacy can inspire meaningful change. Their partnership reinforces a crucial message: while gambling harm may begin in silence, support and healing begin with a single, courageous conversation.

FAQs

What is the main goal of the new GamCare campaign?
The campaign aims to help people recognise the emotional and psychological signs of gambling harm and encourage them to seek help earlier.

Who created the campaign?
The campaign was created by the purpose-led creative agency 23red in collaboration with UK charity GamCare.

Who is the target audience for the campaign?
It primarily targets men aged 18–44 who gamble, as well as individuals affected by someone else’s gambling, often women who play a key role in family wellbeing.

Why focus on emotional storytelling rather than financial impact?
The campaign focuses on emotional storytelling to highlight that gambling harm often begins internally—through guilt, anxiety, and shame—before financial issues arise.

What is unique about the campaign’s approach?
It uses metaphorical imagery and emotional resonance rather than traditional gambling visuals, offering a fresh, empathetic approach.

When will the campaign be most visible?
A major burst of visibility is planned for the New Year, coinciding with a peak period for people seeking help.

How can someone affected by gambling get help?
GamCare offers 24/7, confidential, and free support through its helpline, live chat, and online resources.

Does the campaign address loved ones of people who gamble?
Yes, it recognises the emotional toll on partners, friends, and family members and encourages them to seek support as well.

Why is digital media important in this campaign?
Digital platforms enable the campaign to reach people privately and effectively, particularly younger audiences more active online.

What message does GamCare want to send to the public?
That gambling harm can affect anyone, and seeking help early can prevent deeper emotional, financial, and relational consequences.