Our mission is to raise real-world awareness to reduce gambling harm in the UK.
Watch Our Public Information Video
The normalisation of gambling and the failure of society to recognise the risks associated with it has resulted in widespread gambling-related harm. This is not just a social problem; it’s an urgent call to action. The broader public, including you, must become better informed to protect the nation’s health and well-being. Our Public Information Video explains the problem, a digital solution, and the need for a nationwide rollout. You have a crucial role to play in this. Watch now to learn more about our solution.
Don’t bet YOUR LIFE on it…
A safeguarding programme and tool, available 24/7, 365 and free to all those gambling today.
Don’t bet YOUR LIFE on it… is our digital solution to tackle gambling-related harm. Our mission is to make Don’t bet YOUR LIFE on it… the number one early intervention and safeguarding tool to reduce gambling-related harm in the UK. To do this, we need your help.
Meet Ed
The face of Don’t bet YOUR LIFE on it…
Don’t bet YOUR LIFE on it… takes a mentoring approach delivered through a unique avatar named Ed. Every aspect of Ed has been thoughtfully crafted.
Working with the technical experts who could realise our vision, here is how we built Ed.
Real-Life Experience
Real-life experience gives us knowledge and insight.
We transform that knowledge and insight into the programmes you see today, including Don’t bet YOUR LIFE on it…
“There comes a point where we need to stop just pulling people out of the river.
We need to go upstream and find out why they’re falling in.”
Desmond Tutu
Our Story
From the outset, our mission was clear and urgent: to reach people at the earliest possible stage. Prevention and safety were not just our goals but our unwavering commitment.
We recognised the need for a new, unique approach to reducing gambling harm—faster, more effective, and scalable. We placed real-life experience at the core of our strategy, believing that this wealth of knowledge, skills, and unique insights would be the foundation for practical, effective solutions.