Launched during the Grand National, We’re Losing More Than Money’ was a campaign produced for Men’s Minds Matter in partnership with Media Bounty. It tackles the often-overlooked link between gambling and male suicide, reframing gambling harm as a public health issue rather than just a financial risk.

By reframing “loss” beyond money the work challenges cultural perceptions and encourages more empathetic conversations around addiction and masculinity.

Executed entirely pro bono with donated media space, the campaign demonstrated how strategic use of context, simplicity of message, and culturally relevant timing can amplify impact.