Let’s Open Up About Gambling – Summary of key learnings & insights from a three year marketing strategy to reduce stigma

Summary

This synthesis report compiles key insights and learnings from GambleAware’s stigma reduction marketing campaign, summarising the strategies implemented, and impact achieved over time. It also offers recommendations to guide future behaviour change campaigns aiming to reduce gambling harm.

Topics covered

The challenge that needed to be solved
The strategic Inputs to the campaign
Reach and engagement metrics for the campaign
Impact metrics for the campaign
Summary of key campaign achievements
Recommendations for future campaigns

Key findings

The campaign was well targeted among key audiences, with at least 7 in 10 of the Behaviour Change Audience saying they have seen the campaign across all bursts.
The campaign successfully highlighted the pervasiveness of gambling harms, the importance of opening up about how gambling can make someone feel, and visiting GambleAware if worried.
More than 9 in 10 of the Behaviour Change Audience said they had taken action as a result of seeing the campaign. The campaign drove real-word behaviour change by increasing uptake of support and digital tools to help with gambling harms.
The campaign saw limited progress on affecting societal perceptions towards harms-related stigma and improving advocacy among the general population, indicating that a sustained effort is necessary to further reduce stigma across the population
The report recommends that harm reduction campaigns should co-create campaigns with people who have lived experience. Personal stories make the message real, build trust and connection with messages, and reduce stigma by showing that anyone can be affected.

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Let’s Open Up About Gambling – Summary of key learnings & insights from a three year marketing strategy to reduce stigma

Let’s Open Up About Gambling – Summary of key learnings & insights from a three year marketing strategy to reduce stigma