GambleAware, Britain’s premier charitable organization for prevention of gambling harm is kicking off 2021 with a renewed purpose to promote the awareness of the National Gambling Treatment Service (NGTS) as it continues to foster safer gambling in the region. The gambling harm prevention charity has announced the debut of the next phase of its NGTS awareness campaign dubbed “Start to Regain Control” to sensitize the most vulnerable demographics across the UK for the first six months of 2021.
Based on GambleAware’s latest announcement, the newly launched campaign will put more emphasis on “all-consuming nature of gambling” to educate the public about how easy it is for gambling to get out of control. Moreover, the awareness drive will also be including a “when you’re there, but not there” tagline as an eye-opener to try and evoke the disconnected feeling that problem gamblers have when compulsive gambling pulls them away from their close friends and family. Alongside this message, the campaign will also inform audiences of the easy accessibility of the NGTS which is always ready to offer assistance to vulnerable gamblers.
A Research Informed Approach to Tackle Problem Gambling
GambleAware’s statement also cited a recent study that it commissioned to analyze the impact that the Covid-19 pandemic has had on gamblers. Per the research, the probability of increased gambling activity between the months of March and May 2020 was greater for individuals whose Problem Gambling Severity Index (PGSI) score was higher.
Thanks to the findings of the research in question, the newly unveiled “targeting phase” of GambleAware’s awareness operation will be centered more in regions projected to have higher numbers of “very high risk” players. The said players are those that are more susceptible to developing a gambling-related problem and per the charity organization’s research, such players are mostly found in regions including East and West Midlands and London among others.
Zoe Osmond, the GambleAware Communications and Engagement Director voiced her sentiments on the importance of the next phase of the campaign saying that;
“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.”
Through this “Start to Regain Control” campaign, GambleAware hopes to maximize its engagement starting this month and extending to the first half of the year. The charity’s message will be broadcasted across different media including digital platforms, radio and printing press.
In the statement, GambleAware was also proud to disclose the success of its previous NGTS awareness campaigns, revealing that its tracking data indicates that there has been an increase in safer gambling awareness. Better yet, per the organizations insights, vulnerable gamblers are now 23% more likely to seek professional assistance from the National Gambling Helpline, an increase from an initial 13% likelihood of the same.