Kicking off a new year, GambleAware will launch the ‘next phase’ of its marketing strategy to promote the National Gambling Treatment Service.
The gambling harm prevention charity will promote its ‘Start to Regain Control’ campaign during the first half of 2021, with the aim of raising awareness of the National Gambling Treatment Service among vulnerable audiences within the UK’s most ‘at-risk regions’.
Research commissioned by GambleAware, which examined the impacts of COVID-19 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 2021, with the charity emphasising that this is vital to the campaign’s engagement among audiences. It comes at a time when the National Gambling Treatment Service is striving to avoid a reduction in appointments with mental health professionals and face-to-face meetings during national lockdown.
Backed by data which supports its ‘targeting phase’, GambleAware will also promote its new ‘Start to Regain Control’ campaign across regions which are estimated to have the highest concentration of players which are at ‘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 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.”
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 to promote its ‘Start to Regain Control’ campaign on radio, digital platforms and across regional press throughout January.