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GambleAware's campaign is aimed at men and women aged 15-24, the age group most at risk of problem gambling, according to recent data from the Gambling Commission.

The work is the first ad campaign for the charity, and has been created to redress the balance between the volume of gambling ads in the UK and social responsibility messaging.

The activity features two films, "Online" and "Machine", which launch nationally in cinemas, followed by a regional online launch, targeting the North East and North West.