Ad campaign for Ara Recovery for All

Client overview

Since 1987, Ara Recovery for All has been committed to delivering trusted, essential support services to vulnerable individuals and communities.

The need

Ara needed a bold billboard campaign in major South West cities to increase ethnic minority awareness to gambling-related harm support and treatment.

What we did

During our discovery workshop with the Ara team, we learned that online casino gambling is a common choice for this demographic, who often ‘win big’ initially but can’t replicate this success.

Building on the idea of the elusive ‘big win,’ we chose the royal flush in poker as a powerful visual metaphor. The ‘playing-card’ red ensures high visibility, while the compassionate messaging and call to action speak directly and empathetically to those questioning their gambling habits. The result is a striking campaign across Bristol and Cardiff that guides people toward free and confidential support.