The UK’s gambling treatment and support charity is set to launch the next phase of its campaign to promote the National Gambling Treatment Service.
GambleAware, the UK’s gambling harm prevention charity has announced plans to launch the “next phase” of its campaign to promote the National Gambling Treatment Service (NGTS).
The “Start to Regain Control” campaign
The charity is set to promote its “Start to Regain Control” campaign, which is intended tortoise awareness of the NGTS among vulnerable audiences across the UK’s highest risk areas, during the first half of 2021
According to the announcement, the campaign will focus on the “all-consuming nature of gambling” and will feature the line “when you’re there, but not there.” The content featured in the campaign will draw on the feeling that people with gambling problems feel disconnected from their family and friends and will promote that treatment is easy to access.
In its announcement, GambleAware referred to research it commissioned which looked at the impact of the coronavirus pandemic on gamblers and found that those with a higher Problem Gambling Severity Index (PGSI) score were more likely to have increased their gambling activity between March and May 2020.
Based on data which supports the “targeting phase” of the campaign, GambleAware will promote the new campaign in regions which are estimated to have the highest numbers of players who are at a“very high risk” of developing a gambling-related problem. These areas include London and the East and West Midlands.
Maximising campaign engagement
The charity also highlighted the importance of securing a high level of campaign coverage during the first half of 2021 and emphasised that this is vital the level of engagement audiences will have with the campaign.
GambleAware will begin promoting the new campaign across digital platforms, radio and regional press in January.
GambleAware Communications and Engagement Director, Zoe Osmond said: “So far the campaign has proven to be successful in encouraging people to contact the National Gambling Treatment Service for support, but there is still more to be done. During the pandemic and this extremely difficult time for people, it is vital that we continue to ensure those in need of help understand what services are available to them, which is why we are taking this targeted approach to help reach those high-risk areas across Great Britain.”
The charity’s previous campaign activity to raise awareness of the NGTS has proved successful and according to the latest announcement, “tracking data” has shown an increase in awareness and the likelihood of contacting the National Gambling Helpline rising from 13% to 23%.