Branded as ‘clouds,’ the campaign sees GambleAware erect the Perspex-glassed message of “Gambling clouded everything I did”. The message is gradually obscured by smoke to convey the emotions of those who have experienced gambling addiction.
The visual campaign was launched this week at Birmingham city centre. It is a strategic move by GambleAware to alert Birmingham, which currently has 38,000 adults (55% higher than the UK average) experiencing “problem gambling” – the most severe level of gambling harm.
The campaign is the latest from GambleAware’s “Let’s open up about gambling” brand platform, which aims to reduce the stigma surrounding gambling harms.
As cited by Alexia Clifford, Chief Communications Officer at GambleAware, to Campaign UK: “Gambling can be addictive, and gambling harm can happen to anyone. That’s why our stigma campaign..
