GambleAware and Think HQ give gambling harm a physical form

The often-invisible impacts of gambling harm are being brought to life through a 3D-printed model in a new campaign from the NSW Office of Responsible Gambling and Think HQ.

Launched for GambleAware Week (19–25 October), the campaign draws on descriptions from people with lived experience of gambling harm, transforming their experiences into a physical representation designed to challenge stigma and encourage conversations about seeking support.

Ten models have been produced for community events across NSW, taking the creative concept beyond traditional advertising.

The work aims to shift perceptions of gambling harm away from personal blame and towards a broader public health understanding, while addressing the shame and stigma that can prevent people from seeking help.

“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,” Alison Parkinson, director of the Office of Responsible Gambling, said.

“When we talk about gambling harm in a respectful and non-judgemental way, we make it easier for people to reach out for support.”

The integrated campaign spans video, social, radio, press, digital display and outdoor screens, with translated communications for selected multicultural communities and materials for local organisations.