Problem gambling campaign shows early success

Tuesday, 24 April 2007

24 April, 2007

Problem gambling campaign shows early success signs

A major social marketing campaign around problem gambling launched last month is off to a strong start, with the Gambling Helpline seeing a 43 per cent increase in new clients for the first three weeks of the campaign when compared to the same period in 2006.

The first phase of the campaign, which featured a series of television advertisements with the message "Problem gambling: We all lose" ran for three weeks from Sunday, 25 March and encouraged New Zealanders to think about problem gambling, who it affects and the impact it has on communities.

Gambling Helpline is a key partner in the campaign, with the Gambling Helpline's 0800 number displayed at the end of the television commercials.

Krista Ferguson, chief executive of the Gambling Helpline, said the results are encouraging and demonstrate the impact of increased advertising and marketing.

"The increase in new clients indicates the campaign is having an impact on the 88 per cent of those experiencing problems who have not come forward for help in the past," she said.

"It suggests one of the barriers to seeking help has been a lack of knowledge about what is available. It might also mean the message that gambling problems have a wide impact has a particular appeal."

Ms Ferguson said the campaign had been particularly successful in appealing to Maori and Pacific Island groups - both of which have high levels of problem gamblers but historically have been hard to reach.

Of the 200 new clients who came forward in the three weeks, 63 per cent are gamblers, 30 per cent are significant others and 7 per cent interested others. Significant others refers to immediate family, other relatives, friends or others affected by another with a gambling problem.

Interested others refers to students, media researchers and the general public interested in gambling or gambling problems.

The campaign is designed for communities to see that problem gambling affects us all.

"People have an opportunity to have a say about gambling in their local community, for example, through local council gambling venue policies. Gambling Helpline is here to support people who want to do something about gambling in their communities and who want to know what their options are, even if they don't personally have a problem," Ms Ferguson said.

The response to the advertisements has been strongest from females, who represent 63 per cent of new clients coming forward during the time the campaign has been running.

The Health Sponsorship Council website, www.ourproblem.org.nz , which was displayed at the end of the advertisements, had more than 1100 visits in the three week period. The website was launched at the start of the campaign.

The next stage in the campaign includes both radio and television advertisements and runs until mid-May.

If you are worried about your gambling or that of someone close to you call the Gambling Helpline on 0800 654 655 or visit www.gamblingproblem.co.nz

ENDS

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