A new campaign from UK charity GamCare depicts the often invisible feelings of gambling harm. The campaign, created by purpose-led agency 23red, personifies the feelings of anxiety and dread that people can feel to encourage people to seek help and support sooner.

At the heart of the campaign, a 30-second film uses visual storytelling to bring to life the intense emotions people experience when gambling takes control. 

The surreal visuals show a woman tied in knots, a man stuck in a block of concrete whilst taking his dog out for a walk and another trapped in a sofa. The campaign brings to life the feelings of not being able to escape, being overwhelmed or exhausted and the ‘gambling noise’. Through visual storytelling, the campaign shows the intense range of emotions people experience and points them to seek help with GamCare.

“Our new creative visualises the inner turmoil that problem gambling can create: restless energy, suffocating tension, the weight of endless noise. It’s a fresh approach that we hope helps people, whether they gamble themselves or care about someone who does, will see those signs and reach out sooner for support,” explains Mark Weiss, Deputy CEO and Director of Communications and External Affairs at GamCare.

The campaign will run across multiple digital platforms with 30 second, 15 second and 6-second creative cuts that target men aged 18–44 and women who are often ‘gatekeepers’ to the service or affected by others. 

GamCare has helped over 300,000 people in the past 28 years and is the longest-standing gambling-related charity, having taken over half a million calls.

“Problem gambling is often hidden in plain sight. We set out to create something people feel rather than just watch, 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,” added Tristan Cavanagh, Creative Director at 23red.

Through visual storytelling to show that gambling harm doesn’t always look how you might expect, the campaign encourages open conversation and action.