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The Hawthorn Football Club has joined forces with the Victorian Responsible Gambling Foundation to raise awareness of the risks associated with betting and minimise the exposure of young people to betting activities and advertising. The partnership is about addressing community concerns about betting and shifting the focus back to the love of the game, not the odds.

The Victorian Responsible Gambling Foundation exists to help people affected by problem gambling, as well as their families and friends. They provide counselling and other services for those affected by problem gambling, run community education and information campaigns to support responsible betting and commission research to ensure their programs are based on the best available evidence.

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