The opportunity
Up to 6.9M adults in Great Britain are experiencing at least a low level of 'problems' from their gambling.
As gambling harms evolved into a recognised public health issue in Great Britain, we were tasked with a full digital transformation across GambleAware’s product portfolio to meet the changing needs of a society seeking help.
The goal wasn't just a 'website refresh'. We needed to create a digital ecosystem that could:
Increase awareness and prevent harm in at-risk groups.
Provide immediate, stigma-free access to advice, tools, and support.
Bridge the gap between thought leadership and real-world help.
Our solution
Content strategy rooted in empathy and lived experience.
Working alongside Flipside Health, we led the content strategy and UX design. Because gambling harm is deeply stigmatised, our priority was making sure people could see themselves in the content. We wanted users to be reminded that they are not alone in their journey. We achieved this through:
Human-Centric Architecture: We redesigned the Information Architecture (IA) from the ground up, creating distinct, intuitive journeys for different audiences so they could find the right support in seconds.
Empathy Through Content: We moved away from clinical language, prioritizing real lived-experience stories through hero films and video content to make the platform feel human and supportive.
Evidence-Backed Copywriting: We balanced empathetic storytelling with hard evidence, using stats and SEO-mapped copy to ensure the site was both authoritative and easy to find for those in need.
User Mapping & Testing: Facilitating brainstorming sessions and testing with people who have experienced gambling harm to ensure the UX worked for them, not just for us.
Content Design: Structuring complex health information so it’s easy to digest during a crisis.
SEO & Copywriting: Crafting concise, discoverable content that ranks for the terms people actually search for when seeking help.
Production: Creating the "Lived Experience" hero film alongside production company, Rob Pinney Studio, to bring a human face to the data.
Before
After
The results
Improved Traffic Distribution Across the Site
We saw a significant increase in traffic spread across all pages, especially secondary pages, thanks to enhanced navigation. Increases ranged from 5% to over 1000% for previously hard-to-find pages like Our Research and Funding Opportunities.
Balanced Engagement Across Core Content
Traffic is now more evenly distributed across our core content offer, moving beyond reliance on the homepage and a single tool. Highlights include:
Measurement Period
All percentage increases are based on traffic comparisons from January to October 2024 vs. January to October 2025, except for new pages which have no prior baseline.
6M
Annual website visits
+213%
Traffic increase for flagship tool (Service Finder)
+50%
Annual website traffic
