GAMBLEAWARE WEEK CAMPAIGN MAKES GAMBLING HARM VISIBLE

GambleAware and Think HQ have launched a striking new campaign for GambleAware Week 2026, using 3D‑printed models based on lived experiences to visualise the unseen impacts of gambling harm. The initiative challenges stigma, reframes gambling harm as a public health issue, and encourages open, empathetic conversations across diverse communities in NSW.

Shame and stigma remain among the most significant barriers preventing people affected by gambling harm from seeking support. To mark GambleAware Week 2026, the NSW Office of Responsible Gambling has partnered with Think HQ to confront those barriers head‑on, unveiling a campaign that makes the often‑unseen impacts of gambling harm visible.  

At the centre of the initiative is a 3D‑printed model created from descriptions shared by people with lived experience. These accounts were transformed into a physical representation designed to spark more open and empathetic conversations. Ten models have been produced and will be showcased at GambleAware community events across New South Wales, extending the creative idea beyond advertising into tangible engagement.  

Running from 19–25 October, GambleAware Week aims to increase awareness and challenge stigma by shifting perceptions away from personal blame. The campaign positions gambling harm as a broader public health issue, highlighting its invisible effects on individuals, families and communities. By working directly with people who have lived experience, Think HQ and the Office of Responsible Gambling sought to give those experiences a physical form that could help others better understand the impact.  

The campaign has been designed to resonate across NSW, speaking not only to those experiencing gambling harm but also to people who gamble at lower‑risk levels, their families, friends and loved ones. Recognising the importance of inclusivity, translated communications have been developed for selected culturally and linguistically diverse communities, alongside messaging tailored to different forms of gambling.  

Think HQ Creative Director Wellison D’Assuncao reflected on the sensitivity of the project: “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.”  

Alison Parkinson, Director of the Office of Responsible Gambling, Hospitality & Racing, emphasised the importance of language in tackling stigma: “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 integrated campaign spans video, social, radio, press, digital display, posters and flyers, supported by editable materials for local communities. GambleAware offers free, confidential support 24 hours a day, seven days a week for anyone affected by gambling harm, including family members and friends. Call 1800 858 858 or visit gambleaware.nsw.gov.au for information, advice and support.