GambleAware appeals to female gamblers with new ad campaign

GambleAware has launched a new advertising campaign to raise awareness of gambling-related harm among women aged 18-54.

The purpose of the “when you’re there, but not there” campaign is to drive awareness of support to women who are either at risk of or are already experiencing gambling harms by highlighting the National Gambling Treatment Service.

It is the first campaign to be targeted specifically at women and will feature across radio, magazines and in digital media until the end of March.

In line with prior campaigns, the ad focuses on the all-consuming nature of gambling.

It demonstrates that people with gambling problems feel disconnected from their families and friends and is designed to promote confidence that treatment is easy to access.

The campaign follows recent YouGov research which 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 affected other is an individual who suffers as a result of the gambling of a loved one or family member, with 8% of women being identified as such compared to 6% of men, according to survey data.

“Following the success of the previous campaign, we are continuing with our targeted approach to make sure that women are not overlooked in the drive to raise awareness of gambling treatment and support,” GambleAware communications and engagement director Zoë Osmond said.

“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,” she added.