GambleAware has launched ‘There, but not There’, a nationwide marketing campaign, targeting women aged 18-54, that seeks to raise awareness of its problem gambling treatment and support services.
The campaign is part of the responsible gambling charity’s ‘National Gambling Treatment Services’ strategy for 2021 and follows YouGov research which reported that ‘10% of women in Great Britain experience some level of gambling harm’.
Running across digital media, radio and print formats until the end of March, GambleAware’s campaign aims ‘to signpost’ vulnerable women to its National Gambling Treatment Services.
It also acknowledges that women are more likely to experience gambling harms from loved ones, with YouGov data identifying 8% of women having been affected by others’ problem-gambling behaviours.
‘There, but not There’ sees the charity promote the all-consuming nature of gambling and how it impacts the day-to-day lives of female sufferers, disconnecting them from their family and friends.
Earlier this month, UK online gambling self-exclusion service GamStop announced that it had registered 55,000 women across all licensed websites.
Zoë Osmond, GambleAware’s Communications and Engagement Director, said: “Following the success of the previous campaign, we are continuing with our targeted approach to make sure women are not overlooked in the drive to raise awareness of gambling treatment and support.
“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.”