GambleAware Lives up to Its Name with Key Data-based New Campaign
Published July 23, 2020 by Lee R
Raising self-awareness and indoctrinating self-protection at the most systemic level look like key wins for the latest GambleAware campaign.
In the always evolving continuum of protecting players, leading charitable UK gambling protection organisation GambleAware has launched a valuable new campaign called Safer Gambling Campaign and the National Gambling Treatment Service.
The First Initiative
The first initiative is tied to the return of football in the UK post-corona, and focuses on raising punter awareness of the risks of impulsive betting.
Channels
The initiative encourages punters to gamble carefully and responsively across GambleAware’s existing #BetRegret initiative. Innovative content such as self-management data and helpful hints will run across digital platforms including Sky’s YouTube channel and Twitter page.
Ads
GambleAware will further promote the new service in ads across radio; digital platforms; and national and regional press throughout July and August.
Theme and Slogan
The Start to Regain Control initiative will focus on the “all-consuming nature” of gambling, with one slogan being “when you’re there, but not there.”
Content Goals
The content is designed to make vulnerable players feel more connected, and specifically addresses the sense of isolation that at-risk players commonly co-experience.
Segmentation
The lead target segment will be males between 25 and 54 years old, with increased focus on the 25-34 demographic, whom GambleAware plans to channel to the National Gambling Treatment Service by increasing their awareness of the National Gambling Helpline.
Additional Focus
GambleAware will also specialise in moderately risky gambling behaviour; and seek to increase knowledge of signs of problem behaviour.
Coordinating the Effort
The National Gambling Treatment Service will align with the UK National Health Service to support problem gamblers via telephone; online and face-to-face treatment for people and groups.
Second Initiative
GambleAware is further calling on the government, financial institutions and regulators to ensure all consumers have the ability to block gambling transactions--after new data revealed that 28m personal bank accounts in the UK do not yet have access to blocking tools.
Extent of Coverage in Study
Groundbreaking research carried out at the University of Bristol's Personal Finance Research Centre (PFRC), across a test sample of eight UK banks already offering gambling transaction blocking technology reveals 60% of personal UK accounts are currently covered, or some 49m.
Outlook
There appears solid potential for ingratiating banks and raising self-awareness as the innovations that stand to benefit society in the new Gamble Aware initiatives.
