Synthesis report: The use of the research in the Bet Regret campaign

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Author(s): Ipsos MORI

Publisher: Ipsos MORI

Year Published: 2021

Date Added: July 05, 2022

Resource Type: Research report

This report examines the role of research in safer gambling programs. It focuses on the role and value of research in the development of the Bet Regret campaign. The campaign drew together key findings from across nine strands of research. The research supports an evidence-based public health approach. Research was used to:

Inform the campaign strategy and aims;
Inform the creative brief;
Provide feedback;
Track exposure to the campaign and assess the media strategy; and
Assess the impact of the campaign.

Recommendations for using research in campaigns include:

Use an agile approach to research to ensure prompt results and the best use of the budget
Use unique methods to collect data on bettor behaviour and attitudes
Using secondary behavioural data or longitudinal tracking would be beneficial to gaining a better understanding of changes in behaviour

Citation: Ipsos MORI. (2021). Synthesis report: The use of the research in the Bet Regret campaign. London, UK: Ipsos MORI. Available from: https://www.begambleaware.org/sites/default/files/2021-03/Safer_Gambling_Synthesis_report_FINAL.pdf

Keywords: evidence-based ; gambling ; harm reduction ; interventions ; messaging ; public health ; public health programs ; research ; safer gambling

Topics: Best Practices ; Gambling Resources ; Information for Operators ; Information for Treatment Providers ; Prevention ; Public Health

Conceptual Framework Factors: Exposure - Marketing and Messaging ; Environment - Responsible Gambling ; Resources - Harm Reduction, Prevention, and Protection ; Gambling Environment ; Resources - Service Access and Use ; Gambling Resources

Geographic Coverage: United Kingdom

Source: GambleAware

Source Type: Not-for-Profit

Related Resources:

Study Funding:

This report was written by Ipsos MORI on behalf of the Safer Gambling Board, established by GambleAware.