We created belief…

In the UK, gambling-related harms are a significant yet underrecognised issue, affecting over 1.6 million individuals. Despite the widespread impact, only 3% of those affected seek help, largely due to the stigma associated with gambling disorders. This stigma fosters reluctance among sufferers to discuss their struggles or seek assistance, driven by fears of judgment and social isolation. Additionally, a lack of general awareness about gambling as a serious mental health issue—rather than a personal failure—further hinders the recognition of the signs and the pursuit of necessary support.

Recognising the urgent need to shift public perceptions, we launched the ‘It could be anyone’ campaign to address the widespread stigmatisation of gambling-related harms. The campaign aimed to reframe these harms as a public health issue that could affect anyone, moving beyond the stereotype of the typical gambler. Utilising hard-hitting statistics and real stories, the campaign sought to educate the public on the prevalence and severity of gambling harms, enhance understanding and empathy, and establish GamCare as the preeminent authority and support resource for those impacted by gambling-related issues.

The campaign effectively sparked a national conversation on gambling addiction, engaging millions across the UK through a strategic mix of social and traditional media channels. The campaign not only increased public awareness and empathy but also significantly boosted the visibility of GamCare, solidifying its reputation as a crucial support system for those dealing with gambling-related issues. This comprehensive approach has laid a foundation for continued advocacy and support, aiming to reduce stigma and promote effective interventions for gambling addiction.