The UK gambling industry’s self-funded problem gambling charity group has been tasked with a new campaign to alert gamblers of the early warning signs of problem gambling behavior.

On Wednesday, Campaign Live reported that the GambleAware charity was on the hunt for a creative agency to help craft a new £7m public awareness campaign. The campaign, which was initially suggested last October as part of the government’s triennial review of the gambling industry, is expected to launch this August and to run for at least two years.

Instead of persuading problem gamblers to seek help, the new campaign will target ‘at risk’ gamblers – young men, in particular – whose activity has yet to progress to the problem gambling stage. The idea is that encouraging individuals to think more critically about gambling products could prevent their behavior from escalating into more problematic activity.

UK broadcasters have committed to granting the new campaign up to £7m worth of free media. GambleAware will work with the Incorporated Society of British Advertisers (ISBA) to select an agency for the campaign. GambleAware’s existing relationship with the 18 Feet & Rising agency won’t be affected by the new campaign.