GambleAware targets industry support to boost brand awareness

GambleAware targets industry support to boost brand awareness

Thursday, August 17, 2017 Posted by Luke Massey
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YouGov poll shows awareness increase from 30% to 43% since 2015

GambleAware has enlisted support from those who “directly or indirectly profit from the gambling industry” to increase the awareness of its services.

A recent poll by YouGov Plc revealed a substantial increase in awareness of the UK charity, which funds education, research, prevention and treatment services to minimise gambling-related harm.

The online survey of 4,000 British adults found that awareness levels had risen from 30% to 43% since 2015, while the proportion of these adults recognising the National Gambling Helpline had nearly doubled in the same period, climbing from just 14% to 26%.

However, the awareness of GambleAware is still some way behind other well-known support-based organisations such as ChildLine (85%), Drinkaware (75%) and FRANK (47%).

Iain Corby, Deputy Chief Executive of GambleAware, told TotallyGaming.com: “We are talking to a wide range of stakeholders who directly and indirectly profit from the gambling industry to enlist their support in promoting GambleAware. 

“This includes professional sports clubs and venues, broadcasters and online media platforms. We also want to encourage all operators to ensure that GambleAware is shown far more clearly and distinctively on all gambling adverts – not lost in a sea of white text.”

Despite coming out behind these leading advice services, Corby declared himself “pleased” with the awareness growth, achieved through advertising, digital marketing and a company name change.

“We’ve used a full range of techniques to raise the profile of BeGambleAware.org,” said Corby. “This includes conventional advertising, digital marketing, public affairs and public relations – all of which we are constantly evaluating and optimising. We also changed our name, to ensure that whenever we are mentioned in the media, we also raise the profile of the website and where to get help.”

Corby was also unconcerned by the charity falling 20% short of the target set by the Responsible Gambling Strategy Board for the 12 months ending 31 March 2017, instead pointing to a 10% income rise within its record-breaking year of funding.

He commented: “Our income rose by over 10% this year, but we are not yet raising the £10m a year that RGSB believe we need to deliver our part of the National Responsible Gambling Strategy.

“We set 0.1% of GGY as a guideline to ensure we raise enough income for the research, education and treatment (RET) we deliver. In some cases, operators are using this target as their overall budget for RET, using it to fund other internal and external initiatives – so that’s leaving us short-changed.

“Of course, we encourage operators to do more than just fund us, but this needs to be in addition to meeting our core requirement. The Gambling Commission has signalled its intent to review the funding arrangements later this year, so we are talking to all our major donors to ensure there is no misunderstanding, and we can feed their 2017/18 pledges into the policy-making process.”

Totally Gaming says: While awareness of GambleAware is still behind the likes of ChildLine and Drinkaware, the charity has made big strides in the last two years. Iain Corby will hope that deeper industry support will take them towards their targets, both for brand awareness and funding.

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