GambleAware asked us to help tackle one of the biggest barriers to support: silence. With three quarters of people experiencing gambling harms feeling unable to open up, we set out to make the conversation easier.

We created a new platform, Let’s Open Up About Gambling, and a distinctive brand world that brought real experiences into the open, reframing gambling harms as a public health issue rather than a private struggle.

The campaign didn’t just change perceptions—it changed behaviour. During the campaign period, more than 8,000 people contacted the National Gambling Helpline, and 93% of our target audience said they took action after seeing the work.