Reports
Author(s): Ipsos UK
Publisher: Ipsos
Year Published: 2024
Date Added: October 09, 2024
Resource Type: Evaluation
This is an evaluation of the four year Bet Regret safer gambling campaign in Great Britain. The campaign initially targeted men aged 18 to 34, who largely gamble on sports. Insights were drawn from qualitative and quantitative research conducted during campaign development, implementation, and evaluation. The aim was to increase evidence and understanding about effective behaviour change related to encouraging safer gambling and reducing gambling harm. The report includes an extensive list of key findings, an overview of the campaign with key challenges, strategic and creative development, evaluation and impact, and considerations for future safer gambling campaigns.Recommendations include:Engage people with experience recovering from gambling harms while developing the campaign.Set objectives that are clear and measurable, and based on logic models and/or theories of change.Pay attention to aspects that can be used to encourage behaviour change beyond communications, to leverage communications activities (e.g., policy change, social influences).Work collaboratively with agencies and internal stakeholders.Identify primary and secondary target audiences that are defined by more than just basic demographic differences.Avoid stigmatising language to prevent the continuation of this messaging and marginalizing certain audiences.Avoid using gambling industry terms and imagery to prevent triggering people who are experiencing gambling harm.Schedule campaign activities for times when there are increased opportunities to gamble (e.g., major sports tournaments).Ensure an evaluation of the entire campaign process is organized from the beginning.
This is an evaluation of the four year Bet Regret safer gambling campaign in Great Britain. The campaign initially targeted men aged 18 to 34, who largely gamble on sports. Insights were drawn from qualitative and quantitative research conducted during campaign development, implementation, and evaluation. The aim was to increase evidence and understanding about effective behaviour change related to encouraging safer gambling and reducing gambling harm. The report includes an extensive list of key findings, an overview of the campaign with key challenges, strategic and creative development, evaluation and impact, and considerations for future safer gambling campaigns.
Recommendations include:
