GambleAware plans £7m advertising campaign aimed at low-level gamblers

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Following the ban of its last advert ‘Voices’ for portraying a ‘sexually coercive and abusive scenario’, GambleAware is looking for a creative agency to lead its new £7m public awareness campaign.

Using funding from the gambling industry, the charity said it has been asked by the government to aim its latest project at low-level, ‘at-risk’ gamblers.

An independent board will oversee the campaign, which will run for at least two years starting from August, and while Gambleaware is keeping the agency responsible for the banned ‘Voices’ advert, it is looking for new creative talent for its latest project.

“This is a new initiative and GambleAware will work with ISBA to select a creative agency,” said a GambleAware spokesperson.

“In the meantime, GambleAware will continue to work with 18 Feet & Rising to build upon the excellent work they have done for us in re-branding and promoting as the primary gateway to advice and treatment for gambling-related harm.”

Agencies will be expected to create a campaign that will encourage people to think more critically about gambling products and provide prompts for conversations about gambling within families and friendship groups.

The campaign will be supported by broadcasters, which have committed to provide up to £7m in free media for the campaign.

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