GambleAware debuts ‘Reach Out’ campaign to battle treatment stigmas

GambleAware has launched its new nationwide advertising campaign, which seeks to inform the British public that “75% of people experiencing gambling problems feel they can’t open up to loved ones”.

Titled ‘Reach Out’, the campaign has been produced by Lucky Generals, the new creative agency of GambleAware, who won the charity’s account last November and is tasked with portraying high-impact campaigns on problem gambling to wider audiences.

As the chief grant-making charity for problem gambling research, education, and treatment (RET), GambleAware aims to portray the wide range of problems, including mental health issues such as anxiety and depression, breakdown of relationships, and financial struggles that victims of gambling harm can experience.

Zoë Osmond, Chief Executive of GambleAware, said: “Gambling harms are hidden and complex in nature. For many people who experience gambling harm, feelings of shame and embarrassment can often mean they struggle to talk about the issue with loved ones. 

“Gambling harms can affect anyone, which is why it is so important that we break down the stigma associated with it and encourage people to come forward and talk about gambling harm. 

“It’s about time we put an end to stigma and open up the conversation about gambling.”

The campaign is supported by organisations like Citizens Advice and public figures such as Dr Ellie Cannon and presenter Tyler West. The charity’s goal is to encourage open conversation about gambling problems and promote support-seeking behaviour.

Stigma is once again highlighted as a welfare concern as data also shows that one in four people believe they know someone with gambling problems, but 61% avoid discussing it.

Dame Clare Moriarty, Chief Executive of Citizens Advice, said: “While gambling harms can affect anyone, people on lower incomes and people living in more deprived communities are disproportionately at risk. That’s why we’re working with GambleAware to help reduce the stigma of gambling and support people and communities with the greatest need.”

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