The UK gambling standards body Betting and Gaming Council (BGC) has launched a new campaign aimed at promoting safer gambling and encouraging gamblers to use the range of safer gambling tools offered by its members.
It replaces the previous “When the Fun Stops, Stop” campaign which BGC described as effective but not proactive.
Named ‘Take Time to Think’, the campaign follows extensive research undertaken by the body including engagement with the academic world, government stakeholders and gambling operators on creating the most striking and effective messaging.
The research was split into three phases, with the first phase carried out by market researchers Trinity McQueen.
Participants of the study kept a diary logging all of their gambling behaviours to be examined followed by a series of telephone interviews and focus groups.
Phase One concluded that low-risk bettors felt that the gambling industry must play a ‘unified but background role’ when it comes to promoting safer gambling.
BGC stakeholders ran the second phase of the research, which consisted of workshops of over 2,500 people split between gamblers and non-gamblers.
Participants were asked to evaluate 12 slogans to determine the effectiveness between low-risk and high-risk gamblers.
Following the research, ‘Take Time To Think’ was selected because it is “simple, not negatively framed, thought-provoking, easily actionable, memorable, better-promoted self-reflection and likely to have a broader appeal to players of all types.”
The multi-million-pound campaign has been produced collaboratively with broadcasters and operators, with funding coming from William Hill, Entain, bet365, Gamesys, Flutter, Betvictor, Betway, Kindred, Playtech, Betfred, PlayOjo, Betsson and Microgaming.
Grainne Hurst, Director of Corporate Affairs at Entain, commented: “Ensuring our customers have an enjoyable experience when playing with us is our highest priority and we are pleased to support the Take Time To Think campaign as an important initiative, which encourages customers to take full advantage of the safer gambling tools that are available to manage their gaming.”
The campaign will be broadcast with a series of TV adverts encouraging gamblers to consider using safer gambling tools.
Furthermore, BGC member operators will use the strapline ‘Take Time to Think’ on their online and retail businesses.
Michael Dugher, CEO of the BGC, added: “I am absolutely delighted that our members have signed up to this fantastic campaign.
“Our research has shown that the ‘Take Time To Think’ message will encourage even more customers to pause and consider whether to make use of the wide range of safer gambling tools that are available. That will enable them to stay in control of their betting.
“The efforts BGC members are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”