GamCare has announced a new campaign in partnership with creative agency 23red.
The gambling charity’s campaign’s purpose is to help people recognise the signs of gambling harm and urge players to seek support.
Research by the UKGC in their latest Gambling Survey of Britain found that problematic gambling habits were most common among young men, and in people from Mixed, Asian, or Black backgrounds.
Coincidentally, the campaign will target men aged 18-44 and will run across multiple digital platforms.
Will The Campaign Target Others?
Yes, as well as targeting young men, the campaign is also aimed at loved ones and family members affected by harmful gambling habits. For this group, the campaign intends to help them seek support.
There are already various creative clips made ready for the campaign, and there are plans for a 30-second film that covers the emotions people can feel when gambling gets out of control, such as entrapment.
The releases of other short digital clips are aimed at New Year’s, as this is one of the biggest times when people gamble or call GamCare for help.
Victoria Corbishley, Chief Executive Officer at GamCare, said the new campaign “visualises the inner turmoil that people experiencing gambling harms can feel”.
She described the collaborative campaign as a “fresh approach” to highlighting gambling harm.
Mainly, the campaign intends to show that GamCare is there for those who want support, and that gambling harm can affect everyone, even those you least expect.
Will The Campaign Have Any Effect?
It’s challenging to determine whether the campaign will have a positive or negative impact. On the one hand, you could argue a visual one like this may help to show others the emotions that come with gambling harm.
Alternatively, you can argue it won’t stop people from gambling. Research from the UKGC suggests that people have different reasons for gambling, and many of them are money-related. If people are in debt or in need of quick cash, they will probably continue gambling regardless of how harmful it may be.
However, overall, the campaign should help not only those struggling, but also those who are related to or experience side effects from their loved ones’ habit. While many campaigns do targer those who engage in gambling, rarely do they highlight the struggle of those around them.
