GamCare / National Gambling Helpline

Bringing the hidden feelings of gambling to the surface

Break Free From the Feeling

The challenge

Calls to the National Gambling Helpline had been falling, and GamCare needed a way to find a way to reconnect with people who were struggling.

The insight

Those affected by gambling harms often struggle to put their feelings into words, and that emotional weight becomes a barrier to reaching out.

Watch the film

The Platform for Change

We created Break Free from the Feeling to bring to life difficult emotions in a way that resonates with the people experiencing them.

Through visual metaphor, we brought to life the inner struggles: the feeling of being trapped, stuck, overwhelmed or just unsure how to move forward. The campaign reflected these complex emotions with empathy so that those dealing with these issues feel seen, and to know that when they’re ready, support from GamCare is there, waiting for them.

Impact

+427k

Website
visits

22k

Helpline
calls

19​m ​

Impressions

Awards and Coverage

Pinkcare Awards logo with the words 'PURPOSE AWARDS' in bold white letters on a black background.
ITV News logo in black and white with the words 'itv NEWS' in bold letters.
Bold white text saying 'BIG ISSUE' on a black background.
LIBC logo with large black letters on white background.
Black background with the BBC Radio logo in white text, featuring 'BBC' in three squares on top and 'RADIO' below.
Close-up of the word 'Recruiter' in bold white letters on a black background.
White text on black background reads 'TIMES RADIO'.

The campaign was a finalist at the Purpose Awards in the Best Use of Creativity category. It was covered across the media, including features on itv news, BBC Radio and in the Big Issue. It was also picked up by the HR press including Recruiter and HR News.

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