23red and GamCare Expose Hidden Gambling Harm

UK.- October 10, 2025 www.zonadeazar.com Purpose-led creative agency 23red, part of Capgemini, has partnered with UK charity GamCare to unveil a bold new digital campaign aimed at uncovering the often-hidden emotions linked to gambling harm. The initiative seeks to help individuals recognize early warning signs and encourage them to reach out for support before harm escalates.

Running year-round across multiple digital platforms, the campaign primarily targets men aged 18–44, as well as women affected by loved ones’ gambling behavior. It highlights the emotional and psychological toll that problem gambling can take on individuals and families, inspiring both self-reflection and open conversations.

A Creative Approach to Emotional Storytelling

At the heart of the campaign lies a 30-second cinematic film that uses metaphorical storytelling to visualize how gambling can consume someone’s emotional world. The film evokes sensations of feeling trapped, tangled, and powerless, representing the deep internal struggle that often goes unnoticed.

Complementing this are shorter 15- and 6-second digital ads, designed for social platforms and streaming services. A major campaign push is scheduled for New Year’s, a time when GamCare’s National Helpline typically sees a surge in calls for help.

Voices Behind the Campaign

Tristan Cavanagh, Creative Director at 23red, explained:

“Unhealthy gambling habits often hide in plain sight. We wanted to create something that people experiencing gambling harms could instantly recognize and feel, not just watch. By visualizing the quiet chaos inside someone’s mind, we aim to spark empathy and encourage early conversations before the situation worsens.”

Victoria Corbishley, CEO at GamCare, added:

“Our new creative brings to life the inner turmoil people face when dealing with gambling harms. It’s a fresh, emotional approach that we hope encourages anyone affected—whether gamblers themselves or their loved ones—to seek help sooner.”

Promoting Support and Understanding

The GamCare campaign reinforces the message that gambling harm doesn’t always look obvious. It can quietly affect anyone—friends, partners, colleagues, or family members who seem to be coping well on the surface.

GamCare continues to provide free, confidential, and non-judgmental support 24/7, 365 days a year, through trained advisers who understand the complexities of gambling addiction.

By joining forces, 23red and GamCare demonstrate how creative storytelling can play a vital role in promoting responsible gambling and emotional well-being across the UK.

Edited by @pererarte   www.zonadeazar.com