Working alongside the National Health Service (NHS), the free-to-access National Gambling Treatment Service provides telephone, online and face-to-face treatment for individuals and groups across Great Britain.
The new campaign to promote the initiative will run under the tagline “Start to regain control” and focus on the all-consuming nature of gambling with the line “when you’re there, but not there”.
Content focus on the fact that people with gambling problems feel disconnected from their family and friends, and aims to promoting ease of access to treatment.
The latest campaign activity will target high-risk gamblers aged between 22 and 55, with a core focus on men aged 25 to 34, specifically in regions identified as having the highest concentration of people at greatest need in the Treatment Needs and Gap Analysis. These include London, the East Midlands and West Midlands.
Advertising content will run across radio, digital platforms and in regional press throughout January.
GambleAware communications and engagement director Zoe Osmond said the campaign will seek to build on the success of earlier promotional efforts. Previous campaign activity had helped increase awareness and the likeliness to contact the National Gambling Helpline from 13% to 23%,” she said.
“So far, the campaign has proven to be successful in encouraging people to contact the National Gambling Treatment Service for support, but there is still more to be done,” Osmond explained.
“During the pandemic and this extremely difficult time for people, it is vital that we continue to ensure those in need of help understand what services are available to them, which is why we are taking this targeted approach to help reach those high risk areas across Great Britain.”