Treatment penetration for gambling disorder is currently low. However, research has shown that there is a strong demand for treatment and support amongst people suffering gambling harm and that if there was more awareness of the support that is available, it would motivate people to seek treatment. With this in mind, GambleAware launched the National Gambling Treatment Service campaign in February 2020 which seeks to promote self-referrals amongst those who are high risk of, or are currently experiencing, gambling disorder by directing them to the National Gambling Helpline and online support at BeGambleAware.org.

To inform the development of the campaign, we spoke with at risk and problem gamblers to understand which strategic narratives could work to engage around this sensitive topic and potential creative platforms for these. We found that focusing gamblers on their emotional experience in a particular way but with empathy was powerful in prompting reflection and consideration of support for change.

More information about the campaign can be found here: https://www.begambleaware.org/national-gambling-treatment-service-campaign