GambleAware and Think HQ give gambling harm a physical form

Think HQ has created a GambleAware campaign using a 3D-printed model based on accounts from people affected by gambling harm, as the NSW Office of Responsible Gambling seeks to address stigma around asking for help.

Developed for GambleAware Week, which runs from 19 to 25 October, the campaign uses descriptions from people with lived experience to represent the effects of gambling harm.

Ten models have been produced for community events across NSW, alongside advertising across video, social, radio, press and digital.

A model built from lived experience

Think HQ worked with the Office of Responsible Gambling and people affected by gambling harm to develop the model.

The campaign asks audiences to consider gambling harm as a public health issue, rather than a matter of personal blame. It addresses people who gamble, those who don’t, and the families and friends of people experiencing harm.

Think HQ creative director Wellison D’Assuncao said: “When we set out to create something unique for a category, you never know how it will end up. There are just many unpredictable factors, especially when the subject is so sensitive.

“I’m extremely proud of the outcome, and the positive change that this campaign will surely make to people and their loved ones experiencing gambling harm. Thank you to our clients for backing the idea and the amazing humans that helped bring it to life.”

Addressing the stigma

Alison Parkinson, director, Office of Responsible Gambling, Hospitality & Racing, said fear of judgement remained a barrier to seeking support.

“Stigma remains one of the biggest barriers to seeking support for gambling harm. People often worry about what others will think, or they feel they should be able to manage it on their own. The language we use matters. When we talk about gambling harm in a respectful and non-judgemental way, we make it easier for people to reach out for support.

“GambleAware Week is about challenging those attitudes, encouraging open conversations and reminding people that they don't have to face gambling harm alone.”

The campaign includes translated communications for selected culturally and linguistically diverse communities, with messaging covering different forms of gambling.

Advertising includes 30- and 15-second videos, social, radio, press, digital display and digital screens. Posters, flyers and editable materials are also available for local communities.

GambleAware offers free, confidential support 24 hours a day on 1800 858 858 or at gambleaware.nsw.gov.au, including support for family members and friends.