Responsible Gambling campaigning works – when sustained, consistent and tuned to its audience

Senet Group is publishing its latest encouraging six-monthly report on its responsible gambling campaign. These shows that more than half of all adults and more than 80% of regular gamblers are aware of the “When the Fun Stops” campaign and that more than 75% of players and the public at large are familiar with the key tips used in the campaign; to only gamble what you can afford, to set limits and not to chase losses. And, importantly, the survey suggests that about 11% of all adults said responsible gambling campaigning had prompted them to warn others about their gambling in some way, while 23% of gamblers said it made them approach gambling more responsibly and 18% said it had helped them -at least once- to stop gambling more than they should.

Senet Group Chair Wanda Goldwag said:

“The reach and impact of this campaign is at levels few if any other public health awareness and behaviour change can match. In less than three years we have doubled the number of people saying they had raised a gambling worry with others and nearly doubled the number who have been prompted to stop gambling on some occasion. If the results are representative this would mean over 3 million players have changed their habits to some degree as a result of the campaign and even more people have felt encouraged to raise a gambling worry with others”

Our progress is built on some key actions and ideas:

  1. Consistency of message – with regular use of When the Fun Stops and the five responsible gambling tip
  2. Continuous presence across channels – our message is on Member’s websites, Apps and shop windows. It is in all their print TV and digital advertising. It is easy to under-estimate the advertising space this commitment by Senet Group members creates to help our messages cut through.
  3. Stand-alone advertising by Senet Group, most recognisably through the Bad Betty campaign
  4. Our tone – we do not scold or preach. We seek to inform and persuade, sometimes through humour
  5. A focus on our core “audience” – alongside broadcast ads around sports events we use agencies and partners who know how to reach target audiences, particularly younger online players who we may not reach through print and broadcast activity

Wanda said:

“We will be sharing these findings with DCMS as the department consults on proposals for changes to gaming machines and social responsibility measures. We think this is a demonstration of what the sector can do working collaboratively”.