This report summarizes GambleAware’s “Let’s Open Up About Gambling” campaign to reduce stigma around gambling-related harms in the United Kingdom. It highlights the campaign’s strategies and approach, its key findings and learnings, and recommendations for future campaigns.
The campaign was run in three bursts between 2023 and 2025. The target audience was people between 18 and 44 years of age at higher risk for gambling-related harms. The objectives were to encourage help-seeking for gambling-related harms, raise awareness, and improve societal perceptions and understanding.
The campaign achieved high reach and recognition among its target audience. It improved recognition of warning signs of gambling-related harms, as well as reduced blame on people for experiencing harms. More than 9 in 10 of the target audience said they took action after seeing the campaign (e.g., contact with support services). But the campaign did not have much impact on shifting societal perceptions or improving advocacy among the general population. Longer-term, whole-system interventions are needed to shift societal perceptions and address stigma.
