GambleAware publishes tender invitation for campaign evaluations

GambleAware is calling for a mandatory levy on betting operators in Britain.
GambleAware is calling for a mandatory levy on betting operators in Britain.

The industry-supported charity is inviting tenders to evaluate its safer gambling campaigns.

UK.- The industry-backed responsible gaming charity GambleAware has published an Invitation to Tender (ITT) for the evaluation of its Safer Gambling Campaigns.

The charity is seeking to commission a holistic campaign evaluation to provide an evidence-based assessment of the outcomes from GambleAware’s prevention campaigns.

The campaigns include its Men’s Gambling Harm Prevention campaign, encouraging male sports bettors aged 18–34 to avoid Bet Regret and tap out of their betting app to think before placing a risky or impulsive bet.

The tender also covers its new Women’s Gambling Harm Prevention campaign, which encourages those who gamble online to spot the signs of gambling harms such as “losing track of the world around you”.

The two-year evaluation programme has a budget of up to £286,000. The chosen evaluator will need to collect data from GambleAware’s core audience in terms of exposure and awareness of each campaign and the impact of the campaign on attitudes and behaviours via questionnaires among 2,600 men and 2,600 women.

GambleAware said: “To ensure GambleAware’s campaigns are as effective as possible, and to prove the impact of the campaign to key stakeholders, it is important to collect data from various sources to evaluate campaign performance.

“All campaigns have a wider goal of reducing the stigma that those experiencing gambling harms
face in Great Britain. It is anticipated that with increased activity, coverage and conversations, gambling
will become less of a taboo topic in society so that those needing advice and support are not put
off by the stigma they face.”

Meanwhile, GambleAware has reaffirmed its call for a mandatory levy on betting operators in Britain to fund problem gambling treatment and research after the NHS cut ties with the charity due to a perceived lack of integrity because of its links with the gambling industry.

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