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GambleAware has recruited former footballers Dean Saunders and Danny Gabbidon and BT Sport's Matt Smith to help 2.4 million young men in the UK avoid a gambling problem.

The first work for the brand by M&C Saatchi aims to identify situations that can lead people to make ill-considered bets, such as a drunk man toying with the idea of betting on a central American Cup fixture before being transported to Panama and mocked in Spanish by the local pundits. It is the biggest-ever national public health campaign for safer gambling.