GambleAware targets women with the launch of its ‘There, but not There’ campaign

GambleAware has launched its new ‘There, but not There’ campaign, which aims to raise awareness of problem gambling treatment and support services.

The UK’s gambling charity GambleAware has launched its new ‘There, but not There’ marketing campaign that aims to raise awareness of its problem gambling treatment and support services among women aged 18-54 years old.

This comes after GambleAware partnered with the research organisation Expert Link on a new initiative to design and create a nationwide network of people with lived experience of gambling-related harms last week.

The “There, but not There” campaign

GambleAware’s new campaign aims to raise awareness of its problem gambling treatment and support services among women aged 18-54.

The campaign is part of GambleAware’s National Gambling Treatment Services strategy for 2021 and comes after YouGov research revealed that 10% of women in the UK experience some form of gambling-related harm. 

The campaign also seeks to promote the “all-consuming nature” of gambling and how it impacts the day-to-day lives of women. This will include the feeling of being disconnected from friends and family members.

GambleAware’s campaign will run across digital media, radio and print until the end of March and will direct vulnerable women to the charity’s National Gambling Treatment Services.

The campaign acknowledges that women are more likely to experience gambling-related harms from loved ones.

Zoë Osmond GambleAware Communications and Engagement Director said: “Following the success of the previous campaign, we are continuing with our targeted approach to make sure women are not overlooked in the drive to raise awareness of gambling treatment and support.

“These findings highlight an increase in women suffering from gambling harm, and we hope this campaign will help to signpost those experiencing harms to the help that is available.”

The launch of the new campaign comes after it was revealed earlier this month that 55,000 women self-excluded from all gambling via Gamstop.

55,000 women self-exclude via Gamstop

According to figures from the UK-based self-exclusion provider, Gamstop, more than 55,000 women have now registered to self-exclude from all gambling sites using the self-exclusion tool.

The new figures suggest that problem gambling may be growing among female players.

The self-exclusion provider said that women now account for 31% of self-exclusions which is up from 26% in March 2020. Gamstop has attributed the change to the impact of the coronavirus pandemic.

Gamstop said that passing the 50,000 mark in registrations is “significant” and went on to argue that the number suggests that online gambling addiction, which is often regarded as solely being a problem for men, is having an increasing impact on females.

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