Background to the campaign

  • Treatment penetration for gambling disorder is currently low – estimated to be just 3%[1].
  • Upcoming research indicates there is strong demand for treatment and support amongst people suffering gambling harm. Evidence also suggests that if there was more awareness of the support that is available, it would motivate people to seek treatment[2].
  • The National Gambling Treatment Service campaign seeks to promote self-referrals amongst those who are high risk of, or are currently experiencing, gambling disorder by directing them to the National Gambling Helpline and online support at

GambleAware has launched a new campaign to raise awareness of the treatment available through the National Gambling Treatment Service. The campaign will run on digital media, radio, pubs, motor way service stations, in GP surgeries and health publications throughout February and March. The campaign aims to drive the audience to call the National Gambling Helpline or visit the National Gambling Treatment Service landing page –

The National Gambling Treatment Service works with, and alongside, the National Health Service. It is free at the point of delivery, provides telephone, on-line and face-to-face treatment for individuals and groups, across Great Britain. Self-referrals through the 24/7 National Gambling Helpline are the main route for accessing the treatment, which is provided by a network of NHS trusts and voluntary sector organisations.

The campaign draws upon the insight that people with gambling problems feel disconnected from their family and friends and is based on promoting confidence that treatment is easy to access and will help them overcome their struggles with gambling.

The campaign is also seeking to raise awareness of gambling treatment among primary care staff. This is so that GPs and practice nurses can signpost people to the National Gambling Helpline if they identify a patient has a gambling problem.

The National Gambling Treatment Service is part of an overarching strategy to help more people at risk of, or suffering from, gambling disorder. Additional investment is also directed at increasing the capacity of treatment services, expanding the number of locations where treatment is delivered, and offering new options for accessing treatment.

This initiative is part of the collaborative approach which was announced in NHS England’s Mental Health Implementation Plan.

The campaign is based around the sense of “when you’re there, but not there”. For a person with a gambling problem, whose mind is constantly preoccupied with gambling related anxiety, everyday places become lonely places.

Places of interaction with family and friends become places of isolation. The mind is increasingly preoccupied with urges to bet and worries over bills and debts. The campaign acts as a reminder of the relationships and love they have around them and what they have to gain by quitting. Alongside these reasons to pick up the phone, the campaign seeks to engender a sense of optimism that these benefits can be realised.

[1] GambleAware estimate based on Health Survey number of ‘problem gamblers’ and GambleAware information on number of people in treatment.  

[2] Forthcoming ‘Treatment Gap Analysis’ research project due to be published in the spring

Campaign for: End Users

Campaign for: Healthcare Professionals

Campaign trifold leaflet: Front Page

Campaign trifold leaflet: Back Page

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