GambleAware is launching the ‘next phase’ of its marketing promoting the National Gambling Treatment Service.
The new campaign ‘Start to Regain Control’ aims to raise awareness of the National Gambling Treatment Service among vulnerable audiences within the UK’s most ‘at-risk regions’.
Its latest radio advert states: “When you’re there but not there the national gambling treatment service is here to help search BeGamble Aware for free confidential advice start to regain control after one call or chat.”
Last year GambleAware commissioned research which examined the impacts of COVID-19 on gamblers, it found that those with a higher Problem Gambling Severity Index (PGSI) score were more likely to increase their gambling between March and May 2020.
The charity has emphasised that high campaign coverage in H1 is key to the campaign’s engagement among audiences. The National Gambling Treatment Service is aiming to avoid a reduction in appointments with mental health professionals and face-to-face meetings during national lockdown.
Zoe Osmond, GambleAware Communications and Engagement Director, stated: “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.”
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.