GambleAware has launched the second edition of its Tap Out safer gambling campaign which urges people to pause and reconsider their gambling habits.
Tap Out has served as the charity’s flagship nationwide campaign since Q3 2020, warning the public of impulsive behaviours associated with online gambling.
As part of its wider Bet Regret campaign, GambleAware cites that the first edition of Tap Out marketing activity achieved a high-level engagement with its target audiences.
The charity explained: “Research conducted by Ipsos MORI showed that campaign recognition was 63% amongst the target audience of younger male sports bettors, rising to 77% amongst those in the highest risk group.
“34% of the campaign audience now say they try to close or ‘tap out’ of their betting app and pause before deciding whether to place a bet.”
For its latest edition, GambleAware has concentrated on personalising its campaign messaging, which will include testimonial videos of people revealing why they chose to ‘tap out’.
The campaign will be supported with the new content from social media influencer Josh Denzel and Bet Regret Ambassador David James, sharing personal insights on overcoming compulsive behaviours and betting.
GambleAware underlines that Tap Out’s new messaging focuses on the new objectives of its Bet Regret campaign, in which the charity seeks to ‘increase the number of bettors taking steps to cut down their gambling by using specific moderation techniques and aids.’
A refreshed Tap Out campaign will broadcast on TV, BVOD (broadcaster video on demand), radio and on digital platforms, including social media.
Earlier this year, GambleAware 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.