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Gambling Harm Marketing - lets not reinvent the wheel
This document summarizes a presentation by a student consulting team on an effective marketing campaign to prevent problem gambling. The team analyzed campaigns targeting tobacco, alcohol, and mental health issues. They identified four effective strategy types: TV campaigns, social media campaigns, public place campaigns, and seasonal celebrity campaigns across multiple media. The document concludes that adopting a similar multi-pronged, evidence-based approach could help increase awareness of gambling harms and how to minimize risk.
Gambling Harm Marketing - lets not reinvent the wheel
- 1. Let’s not Reinventthe Wheel - Learning from Others Team 5 Final Presentation Akash Athrey, Aisyah Che Azizuddin, Han Luo, Priyanka, Jinni Zou (Rachel), Wendy Ama Ojwang
- 2. Executive Summary Objective: ConnectHealth and Community offered a Marketing Effectiveness Evaluation project to be applied in preventing problem gambling under the title ‘Let’s Not Reinvent the Wheel – Learning from Others’ to the student consulting team. Consulting team: Under the mentorship of Ms. Sarah Fortuna, the consulting team of six enthusiastic and talented students had three weeks to deliver the project. Deliverables: Presentation and submission of report to the Executive Team at Connect Health and Community.
- 3. Introduction • Australian gamblingstatistics indicates that the total gambling expenditure in Australia has increased by a striking 5% from $23.694 billion in 2016-17 to $24.887 billion in 2017- 2018 • The Victorian Commission for Gambling and Liquor Regulation (VCGLR) reports that Victorians spent 522.71AUD on gambling per adult in the year of 2018-19 Fig 1: Market share of gambling forms in Australia
- 4. Smoking prevalence inVictoria ● Higher tobacco taxes ● Plain packaging ● Public education campaigns
- 5. National Tobacco Campaign Campaign’sreputation continued to grow internationally Commercial 1: Tar ● Generated strong sense of personal relevance and credibility amongst younger target audience. ● Provides a sense of immediacy to the health effect. ● Key message: “every cigarette is doing you damage” ○ Not the individual behaviour but the usage of product at any level.
- 6. What makes iteffective? - Strategic campaign air time - Tailored content for targeted age groups (18-29 years old) - Consistent - Provides detailed insights on the harmful effects of smoking - Relevant/ Relatable ● Managed to achieve impressive ‘cut-through’ ● Increases smokers’ intent to quit ● Decline of smoking prevalence from 23.5% to 20.4% ● Average cigarette consumption fallen from 15.4 to 14.1 cigarettes per day over the campaign period Results
- 7. Alcohol Issue inAustralia • Statistics
- 8. Alcohol Campaigns ● GoEasy Campaign, January 1995 ○ National adult alcohol education campaign. ○ First Phase Highlights :-awareness of monitoring alcohol consumption. ○ Second phase launched in late 1995- mandatory drinking labels. ● Victoria Youth Alcohol campaign, August 2003 ○ Joint initiative of Vic government,VicHealth and Premier’s drug prevention council ○ Awareness of services available for alcoholic people. ○ Tag line - “Is getting pissed getting pathetic”.
- 9. ● Parental Influence/Kids absorb your drinking Campaign, June 2008 ○ Launched by Drinkwise organization ○ Showed influence of parents on their kids. ○ Awareness of effects of role modelling and positively influence on their children’s future drinking behaviour. ○ 3 in 10 parents reported of reduced consumption of alcohol in front of their children.
- 10. VicHealth Alcohol CultureChange Campaign • Stage 1 - Name that Point Name a point at night where clear thinking turns to more drinking >140,000 YouTube Viewer >45,000 Website Visitor • Stage 2 - No Excuse Needed Majority do not intending to get drunk 46% of target audiences recognized this campaign. two-thirds recalled the main message
- 11. What makes iteffective? • Prize Overall $5000 is offered for participants • Motivations for resisting persuasion Reluctance to change (Fransen, Smit & Verlegh, 2015) • Media All channel (Social Media, Public transport, Cinema, Online video)
- 12. Mental Health • Mentalhealth issue is very important in Australia. • Almost half of all Australians aged 16 to 85 years — 7.3 million people — will experience mental illness at some point in their life.
- 13. R U OK?Campaign • Launched in Australia in 2009. • R U OK day is on the second Thursday of September each year. • Aim to preventing suicides in Australia.
- 14. What makes iteffective? • Do publicity and advertising through multiple social media channels. • Facebook, Twitter, TV, online, Radio, Snapchat, etc. • Support from partner organisations. • Successful in rising people’s awareness of the campaign and mental health.
- 15. Statistical Findings • People’sawareness has been increasing from 2013- 2019. • People in age group 16-34 years old shows the highest participation rate and awareness across demographics.
- 16. #ItsOkayToTalk • A selfiecampaign aimed at promoting open conversations about suicide and mental health among males • Started in 2016 by UK rugby player Luke Ambler after losing his brother-in-law to suicide. • Posted a selfie making the ‘OK’ hand gesture with the hashtag #ItsOkayToTalk, along with a message with stats on suicide rates in the UK
- 17. • Nominated fiveof his friends to do the same and include the message with suicide statistics • Campaign went viral worldwide • Australians also got aboard including NRL players and ex-players Paul Gallen, Beau Ryan, Matt Gillett, Dale Copley and Corey Oates
- 18. What makes iteffective? • No names named, idea is to spread awareness • Celebrities getting involved helped spread the message • Use of social media-message spread fast • Cost-effective-no costs incurred • Use similar campaign to spread awareness about problem gambling and how/where to seek help
- 19. Findings & Recommendations CampaignFeatures Target market Result(s) Achieved Barrier(s) overcome Message:Acknowledging/Casual Communication: Social Media - annually Participation: Public, Celebrities Beginner / Casual gamblers Awareness to gambling problems and Public discussion Stigma against problem gambling
- 20. Findings & Recommendations CampaignFeatures Target market Result(s) Achieved Barrier(s) overcome Message: Casual/Relevant Communication: TV, Public places- repeated over a season Participation: Research groups, Film crew At-risk gamblers in denial Awareness that prompts them to self- analyze and consider suitable action Positive gambling marketing by industry
- 21. Findings & Recommendations CampaignFeatures Target market Result(s) Achieved Barrier(s) overcome Message: Insight into harmful effects of instruments of gambling Communication: TV, Public places- repeated every season Participation: Research groups, Film crew, Celebrities Vulnerable gamblers who may show signs of problem gambling Self-analysis and call Quitline for general support Blaming individual responsibility Positive gambling marketing by industry
- 22. Findings & Recommendations CampaignFeatures Target market Result(s) Achieved Barrier(s) overcome Message: Emotional/ Impact- oriented / Factual Communication: TV, Public places, Social Media- repeated every season Participation: Problem gamblers, Film Crew Problem gamblers requiring immediate help Call Quitline for rehabilitation Stigma against problem gambling & seeking help Positive gambling marketing by industry
- 23. Conclusion As gambling isbecoming a more pressing problem in Victoria, it is important to adopt effective campaign strategy to increase the awareness amongst people about its harms and how to minimise it. So, A market evaluation of effective relevant campaigns developed in each sector across Australia while providing recommendations that can aid Connect Health in achieving the same level of success. The four types of campaigns strategies are proven to be effective, and theoretically able to be transplanted into gambling sector: • TV • social media • Public-places • Seasonal celebrity through all media.
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