GambleAware targets 'at risk' 16-24 year-olds with new ad campaign
Charity says younger demographic is least likely to gamble but most likely to be problem gamblers
GambleAware has launched a new ad campaign aimed at the 16-24 year-old demographic, which is most likely to contain problem gamblers, according to the charity.
The group has created a YouTube ad showing a girl battling online bingo addiction, in an effort to raise awareness of the issue.
“Our research shows us that young people are at particular risk of developing problems with controlling their gambling behaviour, making raising awareness of what constitutes problem gambling critical,” said Dr Jane Rigbye who is the director of commissioning (treatment and harm minimisation) at GambleAware.
“We’ve worked to create these powerful ads that we hope will reach young people at that crucial crossroad and prompt them to seek help before their gambling habits become problematic.”
GambleAware, an independent charity funded by donations from the gambling industry, said its research found that young people are the least likely to gamble, but the most likely to be problem gamblers.
“Problem gambling is often dubbed the ‘hidden addiction’ with more than one in five people in the trial region admitting they’re more likely to lie about their gambling habits than drinking alcohol or smoking,” the charity said.
The ad was also shown in cinemas before screenings of T2 Trainspotting in an effort to reach an audience who watch less television than older demographics.
https://www.youtube.com/watch?v=YPnOvFyWAbQ&feature=youtu.be