Jack

GambleAware

It’s a safe bet to say that London has a problem with gambling. Data provided by charity GambleAware suggests that Londoners are twice as likely to experience problems with gambling than the rest of the country. As if these odds weren’t bad enough, two-thirds of Londoners are put off getting help because of the stigma associated with it.  

Working alongside GambleAware and Lucky Generals, we worked on a creative build designed at smashing said stigma. The billboard was built upon two of our 48 sheet sites, outside Emirates Stadium in North London, raising awareness amongst footballs fans on their way to and from the game. Inspired by over 50 hours of interviews from those affected, the top of the billboard had been crushed to highlight the overwhelming impact gambling can have on people. The campaign was supported by Paul Merson, ex-Arsenal and England midfielder who has spoken openly about his gambling addiction recovery.