Gamble Aware
Non Profit
Summary
GambleAware’s vision is a society where everyone is safe from gambling harms. This campaign – aimed at the South Asian audience – is to reduce stigma related to gambling harms by helping those experiencing harms to self-identify and seek support by:
Brief
Brief
GambleAware’s vision is a society where everyone is safe from gambling harms. This campaign – aimed at the South Asian audience – is to reduce stigma related to gambling harms by helping those experiencing harms to self-identify and seek support by:
• Increasing awareness and understanding of gambling harms.
• Improving accessibility and effectiveness of the National Gambling Treatment Service.
GambleAware spotted there was a lack of understanding about why various communities, populations and groups experience disproportionate harms related to gambling. There is evidence that minority groups in Great Britain have lower gambling participation rates than their white counterparts. However, the likelihood of minority groups facing gambling harms is higher due to dynamics of social integration & exclusion in the UK. Despite this, Minority groups are less likely to access specialist gambling treatment.
Strategy
Strategy
Our strategy was to convince specific at-risk audiences who are not self-identifying to recognise gambling harms and consider they may have a problem, and increase understanding of available steps to take to get support.
We developed culturally appropriate support that people could identify and relate to, by developing bespoke content using the appropriate spokespersons and messaging.
We have used Pakistani actor and model Imran Abbas for Pakistani channels, Indian actress Pranali Rathod for Hindi channels, and Ajmal Masroor, a Bangladeshi-born British imam, broadcaster and politician, to deliver the message in English, which was aired on Bengali channels.
Casestudy
Casestudy
More Works
(MRA — 02)
©2024
Gamble Aware
Non Profit
Summary
GambleAware’s vision is a society where everyone is safe from gambling harms. This campaign – aimed at the South Asian audience – is to reduce stigma related to gambling harms by helping those experiencing harms to self-identify and seek support by:
Brief
GambleAware’s vision is a society where everyone is safe from gambling harms. This campaign – aimed at the South Asian audience – is to reduce stigma related to gambling harms by helping those experiencing harms to self-identify and seek support by:
• Increasing awareness and understanding of gambling harms.
• Improving accessibility and effectiveness of the National Gambling Treatment Service.
GambleAware spotted there was a lack of understanding about why various communities, populations and groups experience disproportionate harms related to gambling. There is evidence that minority groups in Great Britain have lower gambling participation rates than their white counterparts. However, the likelihood of minority groups facing gambling harms is higher due to dynamics of social integration & exclusion in the UK. Despite this, Minority groups are less likely to access specialist gambling treatment.
Strategy
Our strategy was to convince specific at-risk audiences who are not self-identifying to recognise gambling harms and consider they may have a problem, and increase understanding of available steps to take to get support.
We developed culturally appropriate support that people could identify and relate to, by developing bespoke content using the appropriate spokespersons and messaging.
We have used Pakistani actor and model Imran Abbas for Pakistani channels, Indian actress Pranali Rathod for Hindi channels, and Ajmal Masroor, a Bangladeshi-born British imam, broadcaster and politician, to deliver the message in English, which was aired on Bengali channels.
Casestudy
More Works
(MRA — 02)
©2024
Gamble Aware
Non Profit
Summary
GambleAware’s vision is a society where everyone is safe from gambling harms. This campaign – aimed at the South Asian audience – is to reduce stigma related to gambling harms by helping those experiencing harms to self-identify and seek support by:
Brief
GambleAware’s vision is a society where everyone is safe from gambling harms. This campaign – aimed at the South Asian audience – is to reduce stigma related to gambling harms by helping those experiencing harms to self-identify and seek support by:
• Increasing awareness and understanding of gambling harms.
• Improving accessibility and effectiveness of the National Gambling Treatment Service.
GambleAware spotted there was a lack of understanding about why various communities, populations and groups experience disproportionate harms related to gambling. There is evidence that minority groups in Great Britain have lower gambling participation rates than their white counterparts. However, the likelihood of minority groups facing gambling harms is higher due to dynamics of social integration & exclusion in the UK. Despite this, Minority groups are less likely to access specialist gambling treatment.
Strategy
Our strategy was to convince specific at-risk audiences who are not self-identifying to recognise gambling harms and consider they may have a problem, and increase understanding of available steps to take to get support.
We developed culturally appropriate support that people could identify and relate to, by developing bespoke content using the appropriate spokespersons and messaging.
We have used Pakistani actor and model Imran Abbas for Pakistani channels, Indian actress Pranali Rathod for Hindi channels, and Ajmal Masroor, a Bangladeshi-born British imam, broadcaster and politician, to deliver the message in English, which was aired on Bengali channels.
Casestudy
More Works
©2024