This month GambleAware has launched the next phase of its campaign to promote awareness of the National Gambling Treatment Service. The new advertising content will run on radio, digital platforms and in regional press throughout January.
Research, which GambleAware commissioned last year to examine the impact of Covid-19 on gambling, found that those with a higher Problem Gambling Severity Index (PGSI) score were more likely to increase their gambling between March and May 2020. This finding, coupled with the fact that there was a reduction in appointments with mental health professionals and face-to-face meetings being available during the pandemic, highlights the continuing need to raise awareness of the National Gambling Treatment Service.
Targeting for this phase of the campaign is based on the Treatment Needs and Gap Analysis research published by GambleAware in 2020. As part of this work, differential rates of the distribution of gambling harm prevalence were estimated by local authority across Great Britain. Regions which were estimated to have the highest concentration of people at ‘very high risk’ of gambling harm included London and the East and West Midlands.
Previous campaign activity to build awareness of the National Gambling Treatment Service has proved successful, with tracking research data showing an increase in awareness and likeliness to contact the National Gambling Helpline going from 13% to 23%.
Commenting on the latest campaign activity, 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 National Gambling Treatment Service campaign is titled: ‘Start to regain control’ and focuses on the all-consuming nature of gambling with the inclusion of the line “when you’re there, but not there”. The content draws upon the insight that people with gambling problems feel disconnected from their family and friends and is based on promoting confidence that treatment is easy to access and will help them overcome their struggles with gambling