This article describes a social marketing campaign launched by the Greater Manchester Combined Authority (GMCA) in 2022. The campaign, ‘Odds Are: They Win’, presented advertisements that were co-developed with public health professionals and people who experienced gambling harms. The advertisements focused on the different harms caused by harmful gambling products and industry practices. This focus differs from traditional industry-created safer gambling campaigns. The authors argue that campaigns like ‘Odds Are: They Win’ may be more effective and be potentially disruptive innovations to aid public health in addressing gambling harms.
