GambleAware Launch Campaign Targeting Women

The first National Gambling Treatment Service campaign targeting women, which will run until the end of March, has been introduced by GambleAware.

It will become the first initiative directed at women, aged 18-54, to encourage care and support for gambling harms, taking place through radio, magazines and digital media.

Support for women

The aim of the campaign is to raise awareness of support and signal to the National Gambling Treatment Service to women who are either at risk of gambling harms or are already experiencing them.

The charity says, content draws on the understanding that individuals with gambling issues feel isolated from their family and friends, and is focused on fostering confidence that care is easy to obtain and can help them resolve their challenges.

Targeted approach

Zoë Osmond, communications and engagement director GambleAware, commented: “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.”

Following recent research on women and gambling harms, completed by YouGov and commissioned by GambleAware, this phase of the campaign was launched.

Gambling harm

This showed that in Great Britain, ten percent of women experience some degree of gambling harm and that they are more likely to be a “affected other,” a person who suffers from gambling because of a loved one, with eight percent being classified as such compared to six percent of men.

By referring them to the National Gambling Helpline and online resources at BeGambleAware.org, the National Gambling Treatment Service initiative aims to encourage self-referrals among those who are at high risk of gambling illness or are actually experiencing it.

Overall, the goal of the campaign is to sign individuals to the National Gambling Treatment Service and raise awareness of the 24-hour National Gambling Helpline; raise awareness of the support available; and increase awareness of the signs that someone can suffer from gambling-related harm.