GambleAware launches two new ad campaigns targeting returning bettors

GambleAware has launched a new digital ad campaign targeting returning sports bettors and a separate broadcast initiative to increase awareness of the National Gambling Treatment Service.

The digital campaign, entitled ‘Start to regain control’, will run across platforms including Sky’s YouTube channel and Twitter page and is fronted by ex-England goalkeeper David James.

The new short is targeted at men aged 25-54, with a specific focus on men aged 25- 34, who are deemed to be a high-risk group for gambling addiction.

It focuses on the disconnection between problem gamblers and their immediate family and friends. The campaign’s main slogan is “when you’re there, but not there”, and aims to promote confidence that treatment can be accessed.

In tandem with this, a separate campaign has been launched across radio, digital, national and regional press throughout July and August to raise awareness of the National Gambling Treatment Service.

The service campaign seeks to promote self-referrals among those who are at high risk of, or are currently experiencing gambling-related harm, directing them to the helpline or website.

In addition, it aims to increase knowledge of the signs that someone may be suffering from gambling-related harm.

The campaign comes after a GambleAware report published in May revealed that nearly half of all problem gamblers in the UK failed to access treatment during the last 12 months.

Researchers found the social stigma surrounding gambling and lack of awareness both counted as significant hurdles for problem gamblers, while 17% of problem gamblers maintained their gambling was not harmful, which highlights a reluctance to admit to their difficulties.