Government Legislation to Result in Casino Operator Closures

by James Gibson, 16 October 2025

A new campaign by GamCare focusing on digital awareness is being launched.

GamCare’s new campaign to target men aged 18-44. © bestonlinecasinos, Pixabay

Key Facts:

• GamCare’s newest campaign is intended to reach more people, especially men aged 18-44
• It aims to raise awareness of the charity and its useful services
• It includes a short film and other meaningful pieces of content

GamCare, the gambling addiction charity, has announced a new campaign that’s designed to promote awareness of its gambling harms. The campaign is also intended to encourage people suffering from gambling-related problems to get help when needed.

Campaign Details

The digital campaign will also promote GamCare’s own services. It will focus on the key demographic of men aged 18-44, as well as anyone affected directly or indirectly by another person’s gambling habits.

It was developed in collaboration with the creative agency 23red, which develops campaigns and brands that transform people’s lives positively and meaningfully. There are two key components to the campaign.

One is a short film, 30 seconds long . This uses metaphors to highlight the emotional experiences that are associated with gambling. The other component is short-form content that focuses on recognising and reflecting on problems.

Comments on the Campaign

Tristan Cavanagh, who is the Creative Director at 23red, has said the following about the campaign:

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. – Tristan Cavanagh, 23red Creative Director Comments on GamCare Campaign, Focus GN

He also said that when designing the campaign, 23red wanted to avoid tropes and create something that resonates with people in an emotional way. The ultimate aim is to start conversations before problems escalate.

The CEO of GamCare, Victoria Corbishley, has also commented on the campaign, saying:

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. – Victoria Corbishley, GamCare CEO Comments on GamCare Campaign, Focus GN

She also added that her hope is for people to see the campaign and reach out for support afterwards. It could be help or themselves that they seek or help for someone they know.

Recent Changes

The new campaign comes after GamCare was forced to end its Young People’s Programme due to a lack of sustainable funding. This programme focused on gambling harm prevention and education and has been running since 2020.

It targeted those under 18. In its five years of operation, it reached over a quarter of a million people, offering them support and education. These people included under-18s as well as local community stakeholders.

This comes as Gamble Aware, another gambling charity, is set to close by the end of March 2026. Gamble Aware collected voluntary donations from gambling operators. However, a new compulsory gambling levy is due to come into effect.

The NHS and the UK Gambling Commission will oversee this levy. It will effectively replace Gamble Aware, leaving the charity without a role and forcing it to close down.