London, 15th February 2021: GambleAware has launched a National Gambling Treatment Service campaign targeting women aged 18-54. This is the first campaign that is targeted at women to promote treatment and support for gambling harms. This new campaign is running on radio, magazines and in digital media, until the end of March.
The purpose of the campaign is to drive awareness of support and signpost women who are either at risk of or are already experiencing gambling harms, to the National Gambling Treatment Service.
This phase of the campaign has been launched following recent research on women and gambling harms, completed by YouGov commissioned by GambleAware. The research found that 10% of women in Great Britain experience some level of gambling harm and that women are more likely to be an “affected other”, an individual that suffers on account of a loved one’s gambling, with 8% being identified as such compared to 6% of men.
Commenting on the latest campaign activity, GambleAware Communications and Engagement Director, Zoë Osmond says “Following the success of the previous campaign, we are continuing with our targeted approach to make sure women are not overlooked in the drive to raise awareness of gambling treatment and support. These findings highlight an increase in women suffering from gambling harm, and we hope this campaign will help to signpost those experiencing harms to the help that is available.”
Similar to previous campaigns, the campaign creative 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.
More information on the campaign can be found here.
The radio advert is available here and the campaign visuals are included below.