This synopsis summarises the key insights that informed the development and launch of UK charity GambleAware's 2023 stigma reduction campaign. It provides a brief overview of the research on why stigma is important, lists the specific research that informed the campaign, and details best practices for stigma reduction. These include:
- test creative ideas with the intended audience
- amplify the voices of people with lived experience of gambling harm
- use empathic and non-judgemental language
- encourage conversations about gambling harm
- use trusted messengers
- conduct robust evaluation
An appendices in the report also contains overarching principles for preventing inadvertent reinforcement of stigma when messaging about harm from gambling.
