GambleAware launches first ever campaign aimed at women
GambleAware, the charity that aims to protect the public from the harms of gambling, has launched its first campaign to raise awareness of the risks of addiction among women.
Research insights show that spending more time and more money on gambling are both early warning signs of risk for women
The integrated campaign is based on recent data, which reveals up to a million women in the UK are at risk of being harmed by gambling. The number of women seeking help for gambling addiction has also doubled in the last five years, though experts fear that the vast majority who need it do not seek help for fear of judgment and stigmatization.
The push is a first for GambleAware, which has traditionally developed broadcast campaigns focusing on an audience of male gamblers, and will run until March across TV, BVOD, social and digital channels. The launch also comes at a pivotal time as the new analysis highlights activity on gambling websites popular with women peaks in the winter months – with total average traffic between December and March up by 29% compared to the rest of the year.
Alexia Clifford, chief communications officer at GambleAware, said: “We know that women are more likely than men to say their gambling has caused them mental health issues such as stress and anxiety. Women experiencing high levels of gambling harm are also more likely than men to say that stigma and shame prevent them from coming forward for support.
“So I’m delighted that GambleAware is launching our first harms prevention campaign specifically aimed at women. The campaign will encourage women to look out for the early warning signs of harmful gambling and direct them to the BeGambleAware website for free advice and support to help keep their gambling under control.”
Research insights also show that spending more time and more money on gambling are both early warning signs of risk and harm for female gamblers, which helped inform the TV spot, created by M&C Saatchi.
The film depicts the protagonist losing track of the world around her as she gambles on her phone during a normal Saturday night with her family. When a circus scene unfolds around her, she is oblivious. Despite her family performing bizarre and improbable tricks, the mum remains completely unaware of what’s going on due to being absorbed by her gambling app.
Speaking on the campaign’s creation, Matt Lee, executive creative director, M&C Saatchi, added: “It was essential for us to strike the right tone with this campaign. To engage with our audience of female gamblers, who may not feel that their gambling is a problem, but to do so without using scare tactics. It was also important for us to create something which would stand out amongst all the glitz and the noise that we see in gambling work.”
Anyone concerned about their gambling, or that of a loved one, is encouraged to visit BeGambleAware.org for free, confidential advice and support. The National Gambling Helpline is available on 0808 8020 133 and operates 24 hours a day, seven days a week.