UK Problem Gambling Group Gears Up For Awareness Campaign

GambleAware reportedly seeking a separate agency for creative material

The UK problem gambling body GambleAware, an organisation mainly funded by gambling industry donations, has been looking for a creative agency to generate a new publicity campaign, according to reports in several marketing oriented publications Wednesday.

The campaign will reportedly focus on ‘at risk’ gambling demographics – mainly young males – in an effort to prevent them from becoming problem gamblers, rather than the more usual approach of providing channels for punters to seek assistance and counselling.

The idea is apparently to alert punters to the early signs of a gambling problem.

The target date for launch is August this year, and the campaign is scheduled to run for two years.

Broadcast media in the UK has already given GambleAware a massive advantage in the shape of a GBP 7 million offer of free coverage.

InfoPowa readers may recall that the campaign was first mooted by GambleAware last year, when the government’s triennial review of gambling was under discussion.