GambleAware relaunches Bet Regret campaign across TV, radio and digital channels

The UK gambling charity GambleAware has relaunched its Bet Regret safer gambling campaign alongside the start of the new football season.

This comes after charity launched a PhD funding scheme for academic institutions in the UK.

GambleAware relaunches Bet Regret campaign

GambleAware restarted its Bet Regret campaign across UK sports media and football venues this past weekend alongside the start of the 2021/2022 Premier League season.

This current burst of Bet Regret activity will run from 14 August – 19 September 2021 and will appear on TV, radio, digital, and out of home, including inside and outside of stadiums.  

The campaign will see the charity continue its marketing mandate of promoting safer gambling awareness and betting moderation to the target audience of 18-34-year-old males. 

This demographic was identified as the most vulnerable to developing impulsive behaviours through their gambling.

The campaign first debuted in the UK during the 2019/2020 football season as part of GambleAware’s first national advertising campaign to raise awareness of problem gambling.

Last year, the charity revamped the campaign to feature the “Tap Out” tagline, which asked bettors to “take-a-moment and think” before placing bets.

According to the announcement, the campaign has “consistently” delivered high levels of awareness, with recognition “averaging at over 60% amongst the broader target audience, rising to 75% amongst those in the highest risk band.”

The campaign has also “proved successful in encouraging the campaign audience to ‘tap out’, with 38% of the campaign audience saying they ‘try to tap out’ of their app before placing a bet and almost one in five (17%) saying they actively use ‘tapping out’ as a tool to cut down.”

Zoë Osmond, Chief Executive of GambleAware said: “With the start of the football season and fans returning to stadiums, we must do all we can to encourage people to pause and consider before making a bet. With all public health campaigns, the biggest challenge is translating awareness and intentions into actions, which is why there is a continued need to promote behavioural nudges, such as ‘tap out’. 

“So far, we have seen promising results from the campaign to date, with more people recognising and using ‘tapping out’ as a technique to moderate their betting.”

What has GambleAware been up to?

Earlier this month, the charity launched a new PhD funding scheme to help support its academic and research capacities.

Under the scheme, GambleAware will fund three-year PhD studentships across UK universities and scientific intuitions.

Ahead of the start of the 2021/2022 academic year, the charity will allow institutions to apply for funding for six grants to be awarded to PhD students researching priority areas required by the problem gambling research, education, and treatment (RET) charity. 

Institutions have until 5pm on 20 September 2021 to submit the funding applications.

Prior to this, GambleAware revealed it had received £2.3m in donations between 1 April 2021 and 30 June 2021, the charity’s first quarter of its fiscal year.

GambleAware’s donations for the three-month period ending 30 June were up by 180.5% from £820,000 during the same period in 2020.

The majority of GambleAware’s Q1 donations came from the online gambling giant Entain, which made a contribution of £2m for the quarter.