The Project

We partnered with Gambling With Lives and the Greater Manchester Combined Authority to produce a powerful advert launching their new initiative, Chapter One. Aimed at four key demographics, the commercial weaves together multiple narratives to deliver an eye-opening message, reshaping the conversation around gambling harms and shifting the language used across the sector.

The Brief

Gambling With Lives were launching a new gambling harms resource called Chapter One. They aimed to create a short, impactful advert to capture audience attention and shift perceptions on gambling harms. The film needed to forge an emotional connection with individuals who may not recognise the harm gambling is causing them.

Our Approach

Collaborating closely with Gambling With Lives and the Greater Manchester Combined Authority, we developed a narrative capturing four distinct experiences. This approach allowed us to address specific narratives within the target audience. To ensure authenticity and relatability, our director conducted in-depth research and interviews with individuals who have lived experience with gambling harms.

The Result

Filming over three days with a dedicated cast and crew of thirty, we produced a high-quality, cinematic piece that interweaves four stories to depict moments of realisation and support. In addition to the main film, we created four social media versions for targeted advertising.

The suite of films gained Chapter One over 2.4 million views, helping them expand from a regional charity to a national one. The films have been directly accredited with saving lives.