G-Line was a government initiative created to support people affected by problem gambling.
To help drive awareness, we developed a print campaign that focused on one simple idea: show the real odds. Each execution highlighted the actual statistical likelihood of common gambling outcomes, making the imbalance impossible to ignore. Instead of flashy imagery, the work leaned into stark numbers and clear messaging to confront readers with the reality behind the bet.
By stripping away the glamour and focusing on probability, the campaign aimed to prompt reflection and encourage those at risk to seek support.
