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GambleAware campaign reaches 74% of high-risk male gamblers in London and Midlands

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By John Glenday, Reporter

November 2, 2021 | 3 min read

GambleAware, a charity funded by voluntary donations from the gambling industry, has shared the results of a campaign to raise awareness of the National Gambling Treatment Service (NGTS).

Gambling machines

Self-regulation body GambleAware has shared the results of its gambling awareness campaign

Speaking directly to high-risk male gamblers, predominantly in London and the Midlands, as well as close family, friends and partners impacted by problem gambling, the targeted campaign is touted as having reached 74% and 79% of each respective category.

Positioning the NGTS as the first port of call for anyone concerned about their gambling, the industry-backed charity suggests that the sector is addressing the challenge of gambling addiction amid a pandemic-related surge in the activity, with 38% of high-risk gamblers admitting to gambling more in August – up from 24% in May 2020.

In all, 40% of male gamblers aged 16-44 in London said they would be likely to contact the NGTS should they need support for gambling-related problems, compared to 31% across Britain as a whole. In addition, 60% of high-risk gamblers agreed that they would contact the service in August – up from just 47% in May 2020.

The service has experienced a surge in demand for help and support in the form of calls and online chats, with helpline activity up 41% over the past two years.

Zoë Osmond, chief executive officer of GambleAware, said: “The National Gambling Treatment Service brings together a network of organizations across Great Britain that provides free confidential treatment and support for anyone experiencing gambling harms.

“It is heartening to see that this campaign is helping to signpost more people to treatment for gambling harms, and also working to drive greater awareness of the provision of treatment services.”

Additional public service activity has targeted female gamblers, with campaign materials presented across newspapers, magazines, radio, online and out-of-home (OOH) settings.

The activity comes two years after Bet Regret, GambleAware’s largest-ever public health campaign, devised by M&C Saatchi.

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