GambleAware is to start the next step of its marketing campaign to support the National Gambling Treatment Program as new year begins.
‘Start to Regain Control’ Initiative
In the first half of 2020, the gambling damage reduction charity will support its ‘Start to Regain Control’ initiative to raise awareness of the National Gambling Treatment Program among disadvantaged audiences in the most ‘at-risk’ regions of the UK.
Research commissioned by GambleAware, which analysed the effects on gamblers of COVID-19, found that between March and May 2020, those with a higher Problem Gambling Severity Index (PGSI) score were more likely to increase their gambling.
During H1 2021, GambleAware underscored the value of maintaining high visibility of the campaign, with the charity stressing that this is crucial to the involvement of the campaign among viewers. It comes at a time when the National Gambling Recovery Program aims to avoid limiting mental health providers’ appointments and face-to-face meetings during the national lockdown.
GambleAware will also promote its latest ‘Start to Regain Control’ initiative, backed by evidence that supports its ‘targeting phase’ across regions estimated to have the highest concentration of players at ‘very high risk’ of gambling damage, including London, as well as the East and West Midlands.
Zoe Osmond, GambleAware Communications and Engagement Director 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,” commented Zoe Osmond, GambleAware Communications and Engagement Director.
“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.”
For the charity, previous promotional operations to raise awareness of the National Gambling Treatment Service has proven successful, with ‘tracking data’ showing a rise in awareness and likeliness to contact the National Gambling Helpline from 13 percent to 23 percent.
Throughout January, GambleAware will begin advertising its ‘Start to Regain Control’ campaign on radio, digital media and throughout the regional press.