GambleAware launched the NGTS awareness campaign in spring last year, with the goal of reaching high-risk gamblers experiencing significant harms.
The campaign included media targeting men and women through newspapers, magazines, out-of-home advertising, radio, and online platforms.
The initiative aimed to increase the percentage of high-risk gamblers reaching out to NGTS if they had concerns about their gambling.
By August 2021, 60% of high-risk gamblers reached through the campaign would contact NGTS as a first step, compared to 47% in May 2020.
GambleAware found that the novel coronavirus pandemic led to an increase in gambling among high-risk gamblers.
In August 2021, 38% of high-risk gamblers reported gambling more, compared to 24% in May 2020.
The NGTS National Gambling Helpline experienced a 41% increase in calls and online chats between March 2019 and March 2021.
More high-risk male gamblers attempted to change their gambling behavior, with 34% using the NGTS or National Gambling Helpline in August 2021.
33% of those not yet attempting to change their behavior expressed their likelihood of contacting the service if they did.
The campaign achieved significant awareness among high-risk male gamblers and affected others.
In August 2021, 74% of high-risk male gamblers and 79% of affected others recognized the campaign.
Ipsos Mori analysis revealed that total awareness of NGTS stood at 40% among all high-risk male gamblers and 50% among the important audience of affected others.
Additional campaign activity was focused on London and the Midlands due to higher rates of high-risk gamblers in these regions.
In London, 40% of all male gamblers aged 16-44 expressed their intention to contact the NGTS or National Gambling Helpline, compared to 31% across all Great Britain.
GambleAware’s CEO, Zoë Osmond, emphasized that the National Gambling Treatment Service provides free confidential treatment and support for anyone experiencing gambling harms.
The campaign has successfully directed more people to treatment for gambling harms and raised awareness of treatment services.
GambleAware will continue monitoring the awareness of NGTS and the campaign’s impact, integrating the results into its ongoing Annual GB Treatment and Support Survey.
