This report by Ipsos, commissioned by GambleAware, evaluates the use of research in GambleAware's Bet Regret campaign. It examines how research informed campaign development and effectiveness across strategy, creative development, and measurement stages.
Topics covered
Key findings
Research played a vital role in shaping the Bet Regret campaign. It helped target the right audience, refine messaging, and track effectiveness. The campaign successfully raised awareness of risky betting and the concept of "tapping out".
While behaviour change tracking was limited, the research approach allowed for agile adjustments as circumstances changed.
