gambleaware launches targeting phase of start to regain control

gambleaware launches targeting phase of start to regain control

by 12.01.2021 0 comments

Kicking off a new year, GambleAware will launch the ‘next phase’ of its marketing activity promoting the National Gambling Treatment Service.

The gambling harm prevention charity will promote it’s  ‘Start to Regain Control campaign during the first half of 2020, promoting the National Gambling Treatment Service to vulnerable audiences targeting the UK’s highest ‘at-risk regions‘.

Research commissioned by GambleAware examining COVID-19 impacts on gamblers found that those with a higher Problem Gambling Severity Index (PGSI) score were more likely to increase their gambling between March and May 2020.

GambleAware underscored the importance of securing high campaign coverage during H1 as vital to the campaign’s reach-and-impact, as the National Gambling Treatment Service aims to avoid a reduction in appointments with mental health professionals and face-to-face meetings during national lockdown.

Backed by data supporting its ‘targeting phase’, GambleAware will also promote ‘Start to Regain Control’ across regions which are estimated to have the highest concentration of ‘very high risk’ of gambling harm including London, as well as the East and West Midlands.

“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 GambleAware Communications and Engagement Director, Zoe Osmond.

“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.”

Previous campaign activity to build awareness of the National Gambling Treatment Service has proved successful for the charity, with ‘tracking data’ showing an increase in awareness and likeliness to contact the National Gambling Helpline going from 13% to 23%.

GambleAware will begin its new campaign activity promoting ‘Start to Regain Control’ on radio, digital platforms and across regional press throughout January.

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