GamCare has backed its new year-round campaign to help British audiences recognise and intervene in the ‘invisible dangers of gambling harms’.
Titled ‘Hidden Feelings’, the initiative represents GamCare’s biggest digital campaign to date, developed in partnership with purpose-led creative agency 23red, part of CapGemini.
The campaign will go live across multiple digital platforms and is designed to help people identify the often-overlooked emotional signs of gambling harm, encouraging them or their loved ones to seek support sooner.
Targeting men aged 18–44 and women affected by others’ gambling, the campaign aims to reach both those directly at risk and those who play a central role in family wellbeing.
At its centre is a striking 30-second film using metaphorical visual storytelling to depict the intense emotions experienced when gambling takes control — from feelings of being trapped and stuck to the sensation of being tied in knots by gambling.
The creative rollout includes 30-, 15- and 6-second adverts, with a major push planned around the New Year period — traditionally one of the busiest times for calls to GamCare’s National Gambling Helpline.
Victoria Corbishley, Chief Executive Officer at GamCare, stated: “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.”
At the frontline of providing dedicated treatment and support services for victims of problem gambling, GamCare continues to evolve its programmes through feedback from lived experience, improving the accessibility and quality of its services.
GamCare has reinforced its commitment to broadening the network of stakeholders working to combat gambling harms and expand national support structures, introducing specialised programmes focused on supporting women, young men, and those affected by financial distress, including debt and money management interventions.
Tristan Cavanagh, Creative Director at 23red, commented: “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 campaign reinforces that gambling harm doesn’t always look how you expect — it can affect partners, colleagues, or friends who appear ‘in control,’ and can escalate quietly until it touches every part of life.”
