GambleAware targets women with new ‘There, but not There’ campaign  

GambleAware has launched its new ‘There, but not There’ nationwide marketing campaign, targeting women aged 18-54, seeking to raise awareness of its problem gambling treatment and support services. 

The campaign forms part of the charity’s ‘National Gambling Treatment Services’ strategy for 2021 and follows YouGov research which revealed that ‘10% of women in Great Britain experience some level of gambling harm’.

Running across digital media, radio and print formats until the end of March, GambleAware’s campaign aims ‘to signpost’ vulnerable women to its National Gambling Treatment Services.

The campaign further acknowledges that women are more likely to experience gambling harms from loved ones, with YouGov data identifying 8% of women having been affected by others problem-gambling behaviours.     

‘There, but not There’ sees GambleAware promote the all-consuming nature of gambling and how it impacts the day-to-day lives of female suffers, disconnecting from their family and friends.

Meanwhile, this February UK online gambling self-exclusion service GamStop revealed that it had registered 55,000 women across all licensed websites.

“Following the success of the previous campaign, we are continuing with our targeted approach to make sure women are not overlooked in the drive to raise awareness of gambling treatment and support,” stated Zoë Osmond, GambleAware Communications and Engagement Director, 

“These findings highlight an increase in women suffering from gambling harm, and we hope this campaign will help to signpost those experiencing harms to the help that is available.”