Work from Lucky Generals features 85,000 poker chips, representing a child in Britain currently experiencing gambling-related harm.

In a move to spotlight how anyone could be at risk of harm from gambling, including children, GambleAware, the leading charity tackling gambling harms in Great Britain, has unveiled a new installation at Westfield shopping centre in White City, London. Created by Lucky Generals and Creative Giants, the installation features 85,000 poker chips, each symbolising a child aged 11–17 in Great Britain currently experiencing gambling-related harm.

This activation forms part of GambleAware’s wider Stigma campaign which is urging a national conversation around the issue of gambling harms. New data reveals that 67% of the public believe there is a stigma around gambling harm, and 31% say they saw their first gambling advert before the age of 17.To help address the issue, GambleAware is also urging further regulation on gambling advertising, a view shared by more than three quarters of the public, with 78% agreeing that there should be stricter regulations on gambling advertising.

Commenting on this year’s campaign, Alexia Clifford, chief marketing officer at GambleAware said, “Our campaign to tackle stigma has been co-created with people with lived experience of gambling harms, putting their voices, experiences and stories at the heart of our communications. We’re incredibly grateful for their contribution.

Our new installation is a powerful visual reminder that gambling harm can affect absolutely anyone – including children.

With nearly one in three people saying they recall seeing their first gambling advert before the age of 17, it is clear that more needs to be done to reduce children’s exposure to gambling advertising.”

GambleAware warned that ‘anyone could be at risk of harm from gambling, including children’. To bring this point to life, members of the public will have a chance to see the installation over two days, which is made from a scattering of poker chips in the shape of a young child. The aim is to draw attention to and spark conversation around the increase of gambling harm amongst young people, which doubled from 2023 to 2024.

Shelley Smoler, CCO at Lucky Generals GambleAware, said, “Poker chips belong in casinos. Children don’t. But gambling harm doesn’t always play by the rules. These 85,000 chips tell a difficult story, one of children aged 11-17 living with gambling harm in Britain today, but they also start an essential conversation. This installation makes that invisible harm impossible to ignore.

Alongside the installation, there will be a short film which directly challenges audiences to imagine someone suffering from a gambling addiction, prompting a stereotypical image, only to reveal the shocking statistics around child gambling issues.

An emotive short film has also been released featuring British racing driver, Nicolas Hamilton, who is supporting the campaign having experienced gambling harm in his 20s. Nicolas is joined by other members of the public who have opened up about their experiences of gambling harm from a young age. They discuss the impact of the exposure to gambling messaging, challenging stereotypes and encouraging anyone suffering to seek help.

Nicolas Hamilton, British racing driver, is supporting the campaign, having experienced gambling harm which led to serious mental health concerns, who said, “What started as a small bet during a football match quickly spiralled out of control, leading to a cycle of fear, shame, and losses that brought me to experience the darkest point in my life. Gambling harm can happen to anyone – it doesn’t discriminate based on age, background, or circumstance.

“Gambling advertising is everywhere in day-to-day life, from sport sponsorships to online and TV adverts and it’s frightening how easily people can be drawn in, even children. That’s why I’m passionate about raising awareness and encouraging people to seek help like I did – there’s no shame in asking for support, and I hope that by sharing my experience, I can inspire others to take the first step towards recovery.”

Freuds+ has led the PR and partnership activity around the campaign, which includes the recruitment of those with lived experience sharing their story and centres on newly commissioned YouGov data, which reveals the stigma around gambling harm; challenging the misconceptions of those who experience harm, raises awareness of the impact of gambling advertising and highlight the public support for further regulation on gambling advertising.

GambleAware, alongside partners Nationwide, the Football Supporters’ Association, the National Gambling Support Network and 20 more national organisations, is calling for a national conversation to reduce the stigma around gambling harm that is holding people back from seeking help.

PR activity is also being supported by media medic Dr Radha Modgil, who is highlighting the importance of seeking help and support if you, or a loved one, is experiencing gambling harm.

Dr Radha Modgil, NHS GP and broadcaster, said, “Gambling harm is a serious public health issue affecting both adults and children, and can lead to financial, mental, and physical health problems, as well as relationship breakdowns.

“Stigma can prevent people from recognising they are experiencing gambling harm and seeking help. It’s crucial to break this stigma down and support our loved ones by talking about it. There’s a range of free and confidential support available, and I want to encourage people to come forward and use these resources.”

Gambling harm is a societal issue that can affect anyone, but stigma prevents many people from getting help. Research from the charity has found that a quarter (28%) of those who experience problems with gambling hide their activities from their family and friends, and a quarter (24%) who are experiencing the most serious harm do not seek support due to feelings of shame or embarrassment.

The activation forms part of a wider Stigma campaign, which brings to life how gambling makes people feel to help those who are struggling feel more comfortable opening up. The stigma campaign has already driven strong results, with 93% of its key audience who recognised the campaign taking an action as a result. Independent research has also found that, of the advertising studied, GambleAware’s stigma campaign was the only harm reduction messaging to yield significant decreases in gambling urges4. With the gambling industry spending on average £1.5 billion a year advertising gambling as harmless fun, there is a real need to cut through with disruptive work that reframes how gambling is perceived.

GambleAware is urging anyone who is concerned about how gambling makes them feel to search GambleAware online for advice, tools and support. GambleAware’s website also has a number of resources to guide conversations with young people about gambling.

Additionally, GambleAware has recently launched a new app, the GambleAware Support Tool, a completely free, personalised and confidential app to help you stay in control. The app can assist individuals in reducing their gambling, quitting gambling or staying gamble free.

Full agencies involved in campaign planning and delivery include; Creative by Lucky Generals; PR & Partnerships by Freuds+; Production by Creative Giants; Media planning and buying by MGOMD; App and website development by Flipside; research was conducted by YouGov, The Outsiders and Sherbert Research and campaign evaluation was conducted by Ipsos.