Gambling awareness campaigns
Introduction
Raising awareness of gambling risks is one of the most important elements in the prevention of gambling addiction. Australian government and non-profit organizations are launching targeted campaigns in the media, the Internet and offline space to convey to a wide audience information about the mechanisms of addiction, the principles of the mathematics of games and the available self-control tools.
1. Federal Be Gamble Aware Learning Campaign
The goal: to give players and their loved ones practical self-diagnosis and risk management skills.
Format: free online course of five modules: the concept of "home advantage," cognitive distortion, self-control, financial literacy, refusal plan.
Audience: adult players 18-45 years old, parents of adolescents.
Results: according to an internal estimate of more than 20,000 completed courses in 2024, a decrease in self-esteem desire to play by 35% after passing.
2. "Bet Safe" National Media Spots
Organisers: Victorian Responsible Gambling Foundation.
Formats: 30- and 15-second videos on television and YouTube, audio clips on radio.
Key messages:
3. Staff initiatives
3. 1 Queensland: “Know Your Odds”
A series of infographics for social networks (Facebook, Instagram) is described with illustrative examples of the probabilities of winning popular games (slots, poker).
Distribution: targeting ages 18-30; reach over 400,000 unique users.
Report: 60% of participants admitted that after watching they began to play machines less often.
3. 2 New South Wales: “Talk About It”
Purpose: Motivate open conversations within families and with friends about risks.
Formats: printed posters in medical centers, videos on public transport, interactive webinars for parents of adolescents.
Results: 75% of webinar participants said that after the event they started talking about betting with loved ones.
4. Digital Platforms and Social Media
Interactive tests: PGSI online on Gambler's Help states sites - instant feedback and recommendations.
Challenges and hashtags: 7DaysNoBet - users share their experience of abandoning bets for seven days in a row, 10,000 people are involved.
Podcasts and blogs: regular issues with rehabilitation stories, experts and psychologists discuss self-control strategies.
5. Evaluate and optimize campaigns
1. Success metrics: audience reach, engagement (likes, reposts), transitions to support resources, number of registrations in BetStop.
2. Independent research: University estimates show that the combined media approach (video + social media + offline) increases awareness by 40%.
3. Adjustments: Based on user feedback, key messages are recycled, subtitles and localization are added for unsafe social groups (migrants, Aboriginal people).
Conclusion
Gambling awareness campaigns in Australia are a multi-level system: from federal online courses to targeted state infographics. Their success depends on accurate segmentation of the audience, the use of a variety of communication channels and regular assessment of effectiveness. Only a comprehensive and adaptive approach provides real risk reduction and a stronger culture of responsible play.
Raising awareness of gambling risks is one of the most important elements in the prevention of gambling addiction. Australian government and non-profit organizations are launching targeted campaigns in the media, the Internet and offline space to convey to a wide audience information about the mechanisms of addiction, the principles of the mathematics of games and the available self-control tools.
1. Federal Be Gamble Aware Learning Campaign
The goal: to give players and their loved ones practical self-diagnosis and risk management skills.
Format: free online course of five modules: the concept of "home advantage," cognitive distortion, self-control, financial literacy, refusal plan.
Audience: adult players 18-45 years old, parents of adolescents.
Results: according to an internal estimate of more than 20,000 completed courses in 2024, a decrease in self-esteem desire to play by 35% after passing.
2. "Bet Safe" National Media Spots
Organisers: Victorian Responsible Gambling Foundation.
Formats: 30- and 15-second videos on television and YouTube, audio clips on radio.
Key messages:
- 1. "A bet is a payment for pleasure, not a way to make money."
- 2. Set limits before you enter the game.
- 3. "BetStop - block yourself for a safe time."
- Coverage: More than 80% of Australian households, 5m views online
- Efficiency: surveys show a 50% increase in the recognition of the 1800 858 858 hotline and an increase in requests for self-exclusion.
3. Staff initiatives
3. 1 Queensland: “Know Your Odds”
A series of infographics for social networks (Facebook, Instagram) is described with illustrative examples of the probabilities of winning popular games (slots, poker).
Distribution: targeting ages 18-30; reach over 400,000 unique users.
Report: 60% of participants admitted that after watching they began to play machines less often.
3. 2 New South Wales: “Talk About It”
Purpose: Motivate open conversations within families and with friends about risks.
Formats: printed posters in medical centers, videos on public transport, interactive webinars for parents of adolescents.
Results: 75% of webinar participants said that after the event they started talking about betting with loved ones.
4. Digital Platforms and Social Media
Interactive tests: PGSI online on Gambler's Help states sites - instant feedback and recommendations.
Challenges and hashtags: 7DaysNoBet - users share their experience of abandoning bets for seven days in a row, 10,000 people are involved.
Podcasts and blogs: regular issues with rehabilitation stories, experts and psychologists discuss self-control strategies.
5. Evaluate and optimize campaigns
1. Success metrics: audience reach, engagement (likes, reposts), transitions to support resources, number of registrations in BetStop.
2. Independent research: University estimates show that the combined media approach (video + social media + offline) increases awareness by 40%.
3. Adjustments: Based on user feedback, key messages are recycled, subtitles and localization are added for unsafe social groups (migrants, Aboriginal people).
Conclusion
Gambling awareness campaigns in Australia are a multi-level system: from federal online courses to targeted state infographics. Their success depends on accurate segmentation of the audience, the use of a variety of communication channels and regular assessment of effectiveness. Only a comprehensive and adaptive approach provides real risk reduction and a stronger culture of responsible play.
