GambleAware issues an ITT to evaluate its Safer Gambling Campaign

The charity GambleAware has sent out an invitation to tender (ITT) to help to evaluate its safer gambling campaigns.

GambleAware is seeking to commission an holistic campaign evaluation to provide an evidence-based assessment of the outcomes from the prevention campaigns.

The two campaigns that are under the spotlight are the Men’s Gambling Harm Prevention campaign, which was aimed at men aged 18-34, encouraging regular sports bettors to avoid Bet Regret, and more recently to sign out of their betting app and take a moment to think before they place a risky or impulsive bet. The other campaign is the Women’s Gambling Harm Prevention campaign, which was a new campaign aimed at women aged 25-50, encouraging those who gamble online to spot signs of gambling harms such as “losing track of the world around you.”

The questionnaires that GambleAware have included are demographics, gambling behaviours and attitudes, campaign recognition, creative execution and campaign impact.

GambleAware intends to gather a sample group that is consistent and comparable to previous waves of the campaign which will help the charity to monitor changes over longer periods of time. Across the men’s and women’s campaigns, there will be four core groups of interest they want to monitor. Bullseye target group, those who GambleAware are aiming to change behaviour; wider campaign audience, those who GambleAware are wanting to target; affected others, those who are negatively affected by a person’s gambling and finally the general public.

The charity hopes that the overall outcome of this evaluation will make more effective prevention campaigns in the future and, in turn, prevent those who do gamble from experiencing gambling harm.

During the first three quarters of the financial year, GambleAware received £16m in donations. However, the NHS did announce that it would sever financial ties with the charity, effective from 1 April 2022.