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ResponsiblegamblingpubliceducationcampaignforGreatBritain:Abriefscopingreview

PreparedforGambleAware,UK

ByAlexanderBlaszczynskiPhD&SallyGainsburyPhD

GamblingTreatmentandResearchClinicScienceFaculty,BrainandMindCentre,SchoolofPsychology,TheUniversityofSydney,

Australia

17January2018

TermsofreferenceGambleAwarehasrequestedabriefreportsummarizingwhatpublicmediaresponsiblegamblingadvertisements/campaignshavebeenappliedtocounterand/orbalancetheinfluenceofthegrowingamountofpro-gamblingadvertisingshownontelevisionandsportingvenues.ThereportisdesignedtoprovideGambleAwarewithrecommendationorsuggestionsthatmightguidethedesignanddeliverofapubliceducationcampaignacrossGreatBritainforthenexttwoyears.Theintentistoprovideinformationusefulinbriefingadvertisingagenciesindevelopingpublichealtheducationcampaignsthatareshapedbythelatestempiricalevidenceandarefoundedinsolidtheoreticalframeworks.TheaimofthereportistoassistGambleAwareinmakingrecommendationsandbriefingstoadvertisingagenciesthatresultinarepetitionofimplementingapproachesthathaveelsewherebeendemonstratedtobeunsuccessfulorineffective.Whatwemustavoidisdoingsomethingthat’sclearlyfailedelsewhere.ExecutivesummaryTheliteraturesuggeststhatthefollowingpointsshouldbetakenintoconsiderationwhenformulatingpublichealthmediacampaignsforresponsiblegambling:

• Establishingclearobjectivesforthecampaignisessential,thatis,determiningwhataretheoutcomesthatarebeinghopedtobeachieved,andwhatmetrics,ifany,canbeappliedtoassesssuccessintheshortandlong-term.

• Campaignsshouldbebasedonasoundunderstandingofcommonbiasesthatcontributetoongoinggamblingandrepresentbarrierstobehaviouralchange.

• Campaignsshouldnotfosterstigmaornegativeperceptionsofpeoplewithgambling-relatedproblems.

• Campaignsshouldacttomotivateandempowerindividualstotakespecificactionstomaintainresponsiblegamblingbehaviours.

• Campaignsshouldbetestedpriortolaunchandevaluatedtodeterminewhethertheyachievedtheintendedimpactandavoidedunintendednegativeconsequences.

• Targetedcampaignsaimtocommunicatetoaspecificaudienceandaremorelikelytobeperceivedasrelevantandmotivateappropriatebehaviouralchange.

• Targetinglow-levelgambling-relatedharmssuchasoccasionalexcessiveexpenditureislikelytoimpactalargercohortofthepopulationthancampaignsfocusedonseveregamblingharms.

• Messagesshouldpromotespecificpositivebehaviourswithsimple,easytoachievestepsaccompaniedbyshiftsinattitudes.

• Messagesshouldpromptself-appraisal,ratherthansimplyprovideinformation.

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BackgroundandscopeResponsiblegamblingadvertisementcampaignscanbeconsideredasformingoneelementofanoverallpublichealtheducationstrategydesignedtoachievebehaviouralchangesthatresultinimprovedwellbeing,mentalandphysicalhealth,qualityoflife,andavoidanceorreductionofgambling-relatednegativeconsequencesforindividualgamblers,theirfamilyandfriends,andthebroadercommunity.Healtheducationisoperationallydefinedasincorporatinganystrategydesignedtoimproveknowledgeandskills,andinfluencebeliefs,attitudes,andvaluesconducivetoimprovinghealthandpromoteactionsthataddresssocial,economicandenvironmentsdeterminantsofhealth1,2.Importantly,suchstrategieshavelongbeenrecognisedasneedingtoextendbeyondtheprovisionofinformationtoalsoincorporatetheobjectiveofachievingor“fosteringthemotivation,skillsandconfidence(self-efficacy)necessarytotakeactiontoimprovehealth”2(Pg.12),thatis,theymustinfluenceindividualstoactonadviceandinformationgiven3.Theintentofthisreportisnottocoverallstrategiesandinitiativesthatarerepresentativeofthebroaddomainofresponsiblegamblingprogramsgiventhesearecoveredindepthelsewhere4,5.Thescopeofthecurrentreport,therefore,islimitedtoanassessmentof,andsuggestionsfor,publicmediaadvertisingcampaignsdirectlyrelevanttothepromotionofresponsiblegambling.Inthiscontext,thereportwillnotprovideareviewofthegeneraleffectivenessofpublichealtheducationcampaignsasappliedtootherlifestylesandhealthrelatedbehaviours.Rather,attentionwillbedirectedtowardsextractingkeyfindingsandrecommendationsthatinformsthedevelopmentandimplementationofresponsiblegamblingmediacampaigns.Theresearchevidencesupportingtheeffectivenessofpublichealthmediaeducationcampaignsinresponsiblegamblingislimitedatthisstagegiventhedifficultyinmeasuringshiftsinpopulationlevelbehavioursandoutcomes.Oneoftheproblemsistheabsenceofclearcriteriadeterminingpositiveoutcomesinresponsetoresponsiblegamblingmediacampaigns.Therefore,thisreportshouldbeusedonlyasaguidetoinformGambleAwareinitsbriefingmaterialtoadvertisingagencies.Itishighlyrecommendedthatanymediacampaignbebasedonclearlyarticulatedaimsandimplementedsuchthattheoutcomesaremeasuredtoenabletheeffectivenesstobeevaluated.

1Tones,K.,&Tilford,S.(1994).Healtheducation:Effectiveness,efficiencyandequity.London:ChapmanHall.CitedinTones,K.(1997).Healtheducation:Evidenceofeffectiveness.ArchivesofDiseaseinChildhood,77,189–195.2WorldHealthOrganization(2012).Healtheducation:Theoreticalconcepts,effectivestrategiesandcorecompetencies.WorldHealthOrganisation:RegionalOfficefortheEasternMediterranean(P.12).3CentralHealthServicesCouncilandScottishHealthServicesCouncil(1964).Healtheducation.London:HMSO.4Ladouceur,R.,Shaffer,H.J.,Blaszczynski,A.,&Shaffer,P.(2017).Responsiblegambling:Asynthesisoftheempiricalevidence.AddictionResearchandTheory,doi:10.1080/16066359.2016.1245294.5Williams,R.J.,West,B.L.,&Simpson,R.I.(2012).Preventionofproblemgambling:Acomprehensivereviewoftheevidence,andidentifiedbestpractices.ReportpreparedfortheOntarioProblemGamblingResearchCentreandtheOntarioMinistryofHealthandLong-TermCare.

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FundamentalprinciplesguidingadvertisementsThegeneralprinciplestobeadheredtoideallyinconstructinganefficientandeffectivehealtheducationstrategydeliveredthroughapublicmediaadvertisingcampaignforresponsiblegamblingincludethefollowing:

• Establishingclearobjectivesforthecampaignisessential,thatis,determiningwhataretheoutcomesthatarebeinghopedtobeachieved,andwhatmetrics,ifany,canbeappliedtoassesssuccessintheshortandlong-term;shiftsinawareness,understanding,attitudes,gamblingbehaviour,useofresponsiblegamblingstrategiesorresources,gamblingdisorderincidence,specificgambling-relatedharms,participationrates,socialwellbeing,health,treatmentseeking,etc.

• Abasisincurrentempiricalresearchfindingsand/orguidedbytheoreticalandconceptualframeworks.

• Anunderstandingofthepsychological,social,andenvironmentaldeterminantsofhealthygamblingattitudes,beliefs,andcognitions,andexcessive(riskfactorsfor)gamblingbehaviours,includingcommonbiasesandheuristicsthatcontributetoongoinggambling.Thesemayrepresentbarriersthatneedtobeovercomebeforebehaviouralchangecanbeachieved.

• Considerationoftheindividual’spointonthespectrumofgambling-relatedharms.• Anawarenessofcompetingfactorsandpressuresthatactasabarriertoeffective

shiftstowardsresponsiblegamblingbehaviours.• Anawarenessoffactorsthatmaintainshiftsinbehavioursandattitudesoverthe

longerterm.• Avoidanceofmessagesthatfosterexistingnegativeperceptionsofgambling,stigma,

andproblemgamblingstereotypes.• Acttomotivateandempowerindividualstotakespecificactionstomaintain

responsiblegamblingbehaviours.TheResponsibleGamblingCouncil,OntarioCanada,hasdescribedeightwaysofengagingwithcreativeagenciesindevelopingpublichealthcampaigns6.Inbrief,theseincludeensuringthattheclient(GambleAwareinthiscase)controlsthemessagetobecommunicated,andthatthestrategytobeemployedisstrongandcoherent.Thisentailsbuildingarelationshipwiththeagencyovertimeandworkingoutthelanguagethatisrelevantandeasilycommunicatedtothetargetaudience,withfocustestingofconceptspriortotheintroductionofthecampaigntotheintendedaudience.Importantly,effortsshouldbedirectedtowardspromotinghealthychoicesandidentifyinganynegativeorunintendedinterpretationsofmessages,ormessagesthataredismissedasirrelevanttothetargetaudience,andanyoffencecausedby,ornegativereactionsto,theadvertisement.Finally,thesuggestionisthatonesimplemessageisconveyedthatovertimebuildstorepresentapersuasiveargumentandrationaleforbehaviouralchangeandpositivedecision-making.Pre-andpost-evaluationofmarketingcampaignsiscriticalfornumerousreasons.Giventheinvestmentoftimeandmoney,itisimportanttoevaluatecampaignstodetermineiftheyachievedthedesiredaims.Thisstepmaybeasmallcostinrelationtothecostoftheoverallcampaign,butisessentialasitwilldrivethedevelopmentoffuturecampaigns.Itisalsoimportanttoensurethatthecampaignhasminimalunintendednegativeconsequences.Forexample,thereissomeresearchevidencethatresponsiblegamblingmessagescanincrease

6http://www.responsiblegambling.org/rg-news-research/perspective-working-with-a-creative-agency

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gamblingamonglow-levelgamblers7,potentiallyduetotheseactingasaremindertogamble,orthatothersgamblemoreoften,increasingthesalienceofgamblingandtheanchorpointof‘normal’levelsofgambling.Messagesmayinadvertentlyincreasegambling-relatedstigma,beculturallyinappropriate,orotherwisefailtoachievethetargetaim.Learningfrompreviouscampaignsisthebestwaytooptimiseoutcomesfromfuturecampaigns.CampaignobjectivesThefirstconsiderationincreatingresponsiblegamblingadvertisementsistodeterminetheobjectivesthataretryingtobeachievedintheshort,medium,andlong-term,andthemetricstomeasureoutcomes.Arangeofbroadpopulation-leveloutcomescanbepursuedthatencompassoneormoreofthefollowingobjectives:

• Increasedknowledgeandunderstandingontheoperationofrespectiveformsofgambling

• Changesinattitudesfosteringgamblingasarecreational(forfun)ratherthananincomegeneratingactivity

• Greaterunderstandingofcomparativedifferencesincostsofparticipationacrossdifferentformsofgambling

• Increasedawarenessoftheriskandimpactsassociatedwithexcessivegamblingatalllevelsalongthegambling-harmspectrum

• Reducingstigmaassociatedwithproblemgambling• Encouragingat-riskandproblemgamblerstoaccessresourcesandtreatment

servicesearlyintheircareertrajectory• Encouragingothersharmedbyanindividual’sgamblingtoaccessresourcesandhelp

services• Reductioningamblingparticipationamongaspecificgroup(e.g.,youth,vulnerable

individuals)• Depictingstepsandrole-modellingskillsin:

• Managingbudgetstorestrictgamblingwithinpersonallyaffordablelevels• Settingandadheringtowithinandacrosssessionsetlimits• Seekingassistancefromsignificantothersandtreatmentservices• Engaginginarangeofsocialandrecreationalactivitiesinadditionto

gambling• Behaviouralstepsthatcanbetakentoenhanceindividualcontrolover

gamblingItisrecommendedthatanyresponsiblegamblingcampaignconsistofapackageofadvertisementswitheachadvertisementspecificallytargetingoneormoreoftheabovecomponents.Universalvs.targetedapproachesAccordingtoLadouceurandhiscolleagues,therearetwopotentialapproaches:universalpopulationwideandtargetedhigh-riskgroups8.‘Universal’preventionprogramsaredirectedtowardthegeneralpopulationirrespectiveofgamblingstatus,riskorlevelof

7Mizerski,R.,Lee,A.,Sadeque,S.,Jolley,W.,Wang,S.,Jiang,J.,&Osborne,C.(2012,January).Boomerangeffectsofgamblingwarningsexposedtonon-problemgamblers.InANZMAC2012:ProceedingsofAustralian&NewZealandMarketingAcademy(pp.1-7).ANZMAC.8Ladouceur,R.,Ferland,F.,&Fournier,P.(2003).Correctionoferroneousperceptionsamongprimaryschoolstudentsregardingthenotionsofchanceandrandomnessingambling.AmericanJournalofHealthEducation,34(5),272–277.

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involvement.Theintentistoinformthefullspectrumofcommunitymembersofthenatureofgambling,attendantrisksassociatedwithexcessivegambling,provisionofrelevantinformationregardingoddsandtheoperationofspecificforms,adviceonbudgetmanagementtopromotegamblingwithinpersonallyaffordablelimits,andtakingstepstoensurethatgamblingremainsarecreationalactivity.Thefocusofthecontentisnotspecificallyonproblemgamblingorriskfactors,butonshiftingthegeneralpublic’sattitudes,cognitions,andmotivationstoengageingamblingasarecreationalactivity.Focusingadvertisingmessagesongamblingingeneral,irrespectiveofanindividual’sgamblingstatus,canbeseenaseffectivelyservingtodistancetheconceptofrecreationalgamblingfromthatofproblem/disorderedgambling.Theconstructofproblem/disorderedgamblinghasbeenshowntoelicitstrongnegativereactionsfromthepublic,bothinrespecttopublicstigma(prejudice,perceivedcharacterflaw,irresponsible)andself-stigmatization(internalizationofnegativepublicperceptionsandsociallyrejection)9,10.Accordingly,auniversalapproachshouldbeneutral,focusongamblingasarecreationalactivity,providerelevantinformation,setoutactionsorstepstofollowtomaintainaffordablelevelsofgambling,andensurethatthemessageresonateswiththeaudience.Theassumptionisthatindividualsatthelowerlevelsofgamblingexpenditurewillnotfindthesecampaignsapplicableandthereforeremainunmotivatedtochangebehavioursinresponsetomessagesthattheybelievehavenopersonalrelevanceorapplicabletotheircircumstances,orimply/infergamblersareimmature,impulsive,irrationalorofweakmoralcharacter.Incontrast,targetedapproachesaretailoredtowardspecificsubpopulationsconsideredathigherriskofdeveloping,orcurrentlymanifestingfeaturesindicativeof,agamblingdisorder.Thecontentoftheadvertisingmessagesisdesignedtoreducethelikelihoodofanindividualtransitioningtoagamblingdisorderbyhighlightingthetypesofriskybehavioursorvulnerabilitiesthatresultinexcessivelosses.Inthiscontext,messagesshouldcontaininformationonthepatternsofbehaviours,cognitions,attitudes,andbeliefsdemonstratedtopredicttheonsetofexcessivegambling.Forthoseexhibitingfeaturesofagamblingdisorder,themessageisdirectedtowardsprovidinginformationonavailableresources,andencouragingmotivationstotakestepstoaccessassistance.Agenciesshouldbecautionedinfocusingonhighlightingorpromotingaspectsofproblemgamblingthatmightfeedintoexistingpejorativestereotypesofproblemgamblersasirresponsible,impulsive,self-centred,untrustworthy,anti-socialorfoolish9.Doingsowillfeedintoadistancingofsignificantothersfromproblemgamblingperpetuatingthenotionthatproblemgamblersaremorallydegenerates,andwillbedeniedordismissedbyproblemgamblersastheirnotdisplayingthosetraitsbutrathersufferinganaddictiveillness.Forbothuniversalandtargetedapproaches,thelanguageshouldbeappropriatetotheaudience.Messagesthatcontaindescriptorsorlanguagethattheaudiencedoesnotrelatetoorunderstandclearlywillbeoverlookedorignored.Howtheaudienceinterpretstheconceptofresponsiblegamblingisimportanttounderstand.Ifthetermresponsiblegamblingisinterpretedassynonymouswithproblemgambling,themessagemaymissitsmarkamongrecreationalgamblerswhodismissitasnotapplicabletothem.Hence,itis9Gavriel-Fried,B.&Rabayov,T.(2017).Similaritiesanddifferencesbetweenindividualsseekingtreatmentforgamblingproblemsvs.alcoholandsubstanceuseproblemsinrelationtotheprogressivemodelofself-stigma.FrontiersinPsychology,doi:10.3389/fpsyg.2017.0095710Hing,N.,Russell,A.,Nuske,E.,&Gainsbury,S.(2015).Thestigmaofproblemgambling:Causes,characteristicsandconsequences.Melbourne:VictorianResponsibleGamblingFoundation.

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preferabletoavoiduseofambiguousandpoorlyunderstoodtermsinpreferencetospecificmessagesthatpromotepositivebehavioursandstrategiestomaintaingamblingasarecreationalpursuit.Itisthereforerecommendedthatagenciesavoidincludingconceptsortermsrelatedto‘responsiblegambling’and‘problemgambling’withinmessagesdesignedtopromotespecificbehaviouralstrategiesdesignedtominimisegambling-relatedharms.Themessageshouldbepositivewithspecificstrategiestoassistgamblersconductthevariousstepsthattheyneedtotaketomaintainappropriategamblingexpenditure,suchasmanagingbudgetswithinagamblingenvironment,toenablethemtosustainentertainment.Whereadvertisementsaretargetedtowardsproblemgamblers,agenciesshouldavoidfocusingonthemoreseriousimpactsandconsequencesofproblemgambling,thatis,domesticviolence,bankruptcy,lossofhome,andsuicidality.Theprevalenceoftheseseriousimpactsisrelativelylowcomparedtolesserlevelharmssuchasstress,lossofsavings,andworry.Itisarguedthatproblemgamblersdonotidentifywiththeimageofagamblersufferingsuchseriousconsequencesand,consequently,themessagedoesnotresonatewiththem.Theindividualwillassumethatashe/shedoesnotfittheprofileofsuchaproblemgambler,astheyhavenotexperiencedsuchimpactsthemessagewillbeinterpretedasnotapplyingtohim/her.Themessagewillbelostandthecampaign,ineffectiveinachievingintendedoutcomes.Itisstronglyrecommendedthatthecreativeagencyavoidsportrayingtheproblemgamblerasanirresponsible,self-interestdriven,impulsiveoranti-socialindividualdisinterestedinthewell-beingoffamilymembersorsignificantothers.Thereisevidencethatasignificantproportionofindividualsmeetingcriteriaforagamblingdisordersuffercomorbidpsychiatricconditions;depression,substancedependence/abuse,anxiety11.Anyefforttoincorporatesuggestionsthataproblemgamblermaybegamblingbecauseofmentalillnessrepresentsadouble-edgedsword.Althoughontheonehanditmightencourageanindividualseekhelpfortheirprimarycondition(andhenceovercometheirgambling),theriskisthatitmightstigmatizeallproblemgamblersasbeingmentallyillandthereforecounterproductive.Itisrecommendedthatlinkinggamblingandmentalillnessshouldbecarefullyconstructedifnotavoidedasaprimaryfocusofanadvertisement.Thisappliestoreferencestoimprovingmentalhealthasanoutcomeofresponsiblegambling.Apreferredoptionistofocusonimprovementstooverallqualityoflifethatextendtoenhancedfamilyrelationshipsandavailablefundsforrecreationalactivitiessuchasholidays.Asub-setoftargetedcampaignsareindividually-tailored.Forexample,providingdataorinformationthatallowsanindividualtocomparetheirpatternsofgamblingtonormativedataallowstheindividualtogainanunderstandingtotheirrisklevelcomparedtosimilarothersinthepopulation.Thesearenotdiscussedastheyarenotincludedinthescopeofthecurrentreport.Targetaudience&objectivesMediacampaignsshouldconsiderthetargetaudience,asthiswillinpartdeterminethemessage/contentoftheadvertisementandtheoutcomessought.Inpreparingamediaadvertisingcampaign,itisnecessarytoestablishthetargetaudienceandunderstandthe

11Hartmann,M.,&Blaszczynski,A.(2016).Thelongitudinalrelationshipbetweenpsychiatricdisordersandgamblingdisorders.InternationalJournalofMentalHealthandAddiction,DOI:10.1007/s11469-016-9705-z.

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cultural,socio-demographic,andgamblingenvironmentinwhichtheyfunction.Accordingly,thegeneralprincipleistocreateadvertisementsthatarespecifictoidentifiedsub-populationsbeingtargeted.Itisrecommendedthatadvertisingagenciesarebriefedtotailoradvertisementsforspecificcommunitysubgroupsorsectorsasopposedtointroducingastandardizedand/oruniformprogramadministeredtotheentirecommunity.Itisdifficulttocreatemessagesthatresonatewith,areperceivedrelevant,andinspirecognitiveand/orbehaviouralchangeinanentirepopulation.Thisdoesnotmeanthatbroad-levelmeansofcommunicationshouldnotbeused,ratherthatitshouldnotbeexpectedthatsimilaroutcomeswillbeseenacrossallwhoviewtheadvertisement.Understandingthenatureoftheaudiencewilldictatethetypeofcontentandlanguageofadvertisements.Theformatoftheadvertisementshouldbesufficientlyattractivetogaintheattentionandinterestofmostoftheintendedaudience.Thiscanbeachievedbyincludingfeaturesthatindividualswithindifferenttargetedsubpopulationsandparticipatingindifferentformsofgamblingcanrelateto;adolescents,youngadults,sociallydisadvantaged,elderly,andbetweenthosewhousedifferenttypesofgamblingandgamblingvenues.Thisisrelevantgivenparticularfactorsinfluencegamblinginoneneighbourhoodmaybeabsentordifferentinotherlocalcommunities.Forexample,messagespromotingresponsiblegamblingpracticesamonggamingmachineplayerswillbeperceivedbythoseparticipatinginotherformsaspersonallyirrelevantandthereforeignoredordismissed.Itisalsoessentialtobemindfulofthetypesofgambling-relatedharmsthatarebeingtargeted,aswellastheintendedbehaviouralchangetobeachieved.Gambling-relatedharmsoccuralongaspectrum;previously,publichealthcampaignshavefocusedonlyonthoseexperiencingseriousharms,suchasneglectingone’sfamily,andnotbeingabletopaymajorbills.However,individualswithseriousgamblingproblemsareleastlikelytochangetheirbehavioursbasedonaneducationalcampaigngiventheentrenchednatureoftheirproblems.Itisimportanttotargetharmsthatareexperiencedmorecommonlythatareassociatedwithlower-levelsofgambling-relatedharms.Individualsatlow-andmoderate-riskofexperiencinggamblingproblemsmaybeabletoenactbehaviouralstrategiesmorereadilyastheyhavelessentrenchedcognitivebiases.Minimisinglow-levelgamblingproblemsarelikelytohaveabroaderimpactonthecommunityasthesearemorecommon,affectingagreaterproportionofthepopulation12. Thesewouldmostlyincludethosethatarepsychologicalorfinancialinnature,affectinggeneralqualityofliferatherthantheminorityofseriouscriticalincidents.TargetchangesinbothinformationandattitudesOneofthereportedlimitationsofpopulation-basedadvertisementsemergesfromstudiesthathaveevaluatedarangeofpublichealthprograms.MerzelandD’Afflitti13arguethat

12Langham,E.,Thorne,H.,Browne,M.,Donaldson,P.,Rose,J.,&Rockloff,M.(2015).Understandinggamblingrelatedharm:Aproposeddefinition,conceptualframework,andtaxonomyofharms.BMCpublichealth,16(1),80.Browne,M.,Langham,E.,Rawat,V.,Greer,N.,Li,E.,Rose,J.,...&Bryden,G.(2016).Assessinggambling-relatedharminVictoria:Apublichealthperspective.VictorianResponsibleGamblingFoundation.Shannon,K.,Anjoul,F.,&Blaszczynski,A.(2017).Mappingtheproportionaldistributionofgambling-relatedharmsinaclinicalandcommunitysample.InternationalGamblingStudies,17(3),366-385.13Merzel,C.,&D’Afflitti,J.(2003).Reconsideringcommunity-basedhealthpromotion:Promise,performance,andpotential.Americanjournalofpublichealth,93(4),557-574.

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manycampaignsbasedthecontentoftheiradvertisementsonfindingsderivedfrombehaviouralpsychologicaltheorieswithanindividuallevelfocus,andtheprovisionofinformation/psycho-educationalmaterial.Whatwasoftenoverlookedwasthecontextualsocialandenvironmentalvariablesthatinfluencebehaviours;forexample,availabilityandaccess,communityattitudesandacceptance,andcompetingpro-gamblingmessages.Here,messagesdirectedtowardsmodifyingsocialnorms,attitudes,andexpectationsviadepictionsofappropriaterolemodellingmightbemoreeffectivethanthesimpleprovisionofinformation.Providinginformationisinsufficienttomodifybehaviourallifestylepracticesunlessitisaccompaniedbyashiftinattitudes.Thereisalargebodyofevidencethatgamblingwarningthatsimplyprovideinformation,suchasabouttheprobabilitiesofwinning,havelittletonoimpactongamblingcognitionsandbehaviours14.Itisrecommendedthatadvertisementattempttoshiftattitudesinmannerbypromotingnon-judgmentalmessagesaboutnormative,behaviouralpatternswithpositivesuggestionsforbehaviour,attitudes,andexpectationsassociatedwithrecreationalgambling.Thesuggestionisthatagenciescreateadvertisementsthatrolemodelpositivegamblingbehaviourswhichgamblersshouldaspireto,thatis,thegamblerdemonstrateshowtogambleforfunandusingbehaviouralstrategiestocontrolplaytoaffordablelevels.Withinthiscontext,positiveskillsdepictinghowsuchrolemodelsrespectfullyresistsocialpressurestoparticipatetoexcessmodelactionsthatcanbetakenoremulatedbytheviewerinreallife.SuggestedmessagecomponentsandcontentAsindicatedpreviously,messagesdesignedtoinformoreducategamblersaregenerallyineffective.Researchsupportsmessagesthatencourageindividualstoconsidertheirowngamblingthroughtheprovisionofquestionsorstatementsthatpromptself-reflectionandappraisal.Thisallowsindividualstoself-generateargumentsandconclusionsthataremoreconvincingthanstatementsprovidedbyexternalsources.Messagesaremorelikelytobepersuasiveiftheypromotepositiveattitudestowardsthedesiredbehaviour,whichisparticularlyeffectiveifthisismutuallyexclusive(e.g.,settingdepositlimitsvs.havingnolimits).Motivationcanbeenhancedbyreducingthe‘cost’ofcompliance,increasingtheperceivedabilitytoperformaspecificaction,usingapositively-framedmessage,andappealingtotheindividual’ssenseofvalue.Makingmessagesspecificmayincreasetheireffectivenessintermsofuserengagement.Forexample,messagesshouldbesimplewithonespecificactionsuggestedandconveyingasenseofurgency.Stepssuggestedforbehaviouralchangeshouldbeeasytoachieve,simpletoaccomplish,attractivetotheindividual,low-costintermsofeffort,aswellascognitiveandemotionalresources,andprovidedinatimelymannersuchthattheyarerelevanttobeconductedimmediately.Includingsocialnormsmayenhancebehaviouralchange.Gamblersaremorelikelytoengagewithresponsiblegamblingresourcesiftheybelievethattheseresourcesaretypicallyusedbytheirpeers,andthosethattheyrespect.Similarstrategieshavebeenusedinotherfields,suchastoreduceenergyconsumptionbyincludingacomparisontotypicalhousehold

14Gainsbury,S.M.,Aro,D.,Ball,D.,Tobar,C.,&Russell,A.(2015).Optimalcontentforwarningmessagestoenhanceconsumerdecisionmakingandreduceproblemgambling.JournalofBusinessResearch,68(10),2093-2101.Monaghan,S.,&Blaszczynski,A.(2009).Electronicgamingmachinewarningmessages:Informationversusself-evaluation.TheJournalofPsychology,144(1),83-96.

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energyuseintheneighbourhood,andtoincreaseon-timetaxpaymentsbyincludingastatementthatmostpeoplepaytaxesontimeonrelevantnotices.Thesearereferredtoas“nudge”strategies15.However,cautionandtestingarerequiredwhenusingsocialnormstoavoidunintendednegativeconsequences.Forexample,thereissomeevidencethatindividualswhoareinformedthattheyarecurrentlybelowaveragelevelsmayincreasetheirconsumption16.Thismaybeoffsetbytheinclusionofindicatorstorecognizeandcelebratelowlevelsofconsumption.ExamplesofpastcampaignsExamplesofapositivelyreceivedadvertisementsthatpromotesapositiveattitudetowardshelpseekingbehaviouristhe‘CouragetoChange’videodevelopedbytheNewSouthWalesGovernmentinAustraliaincooperationwiththeagency,LOUD17.Thiscampaignadoptedapositivemotivationalapproachfocusingonanindividual’scapacitytorecoverfromsetbacksandtohaveinnerstrengthandresilience.Thecampaignresultedina270%increaseintake-upofGamblingHelpself-helpoptions,15%increaseincallstotheHelpline,and19%increaseinonlinecounsellingsessions18.

Similarly,the‘Keepitincheck.Keepitwellplayed’VictorianStatecommerciallaunchedduringResponsibleGamblingAwarenessweekadoptedamorelight-heartedapproachwith

15Sunstein,C.(2013).BehavioralEconomicsandRegulation.OxfordHandbookofBehavioralEconomicsandtheLaw.Draft,2(16),13.16Schultz,P.W.,Nolan,J.M.,Cialdini,R.B.,Goldstein,N.J.,&Griskevicius,V.(2007).Theconstructive,destructive,andreconstructivepowerofsocialnorms.PsychologicalScience,18(5),429–434.17https://www.youtube.com/watch?v=_cVjO3rXvkg18http://www.campaignbrief.com/2016/04/nsw-governments-responsible-ga.html

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aspinonbalanceandapositiveaspectofgambling19.Theseareexamplesofpublichealthadvertisementsthataremindfulofavoidingstigmatisinggamblingproblemsandencouragingstepstowardspositivebehaviouralchange.

AninnovativeapproachimplementedbytheVictorianResponsibleGamblingFoundationreceivinga2013AdNewsMediaCampaignoftheYearawarddepictedfourgamblerstakingcontroloftheirbehaviourover100daysandinvitingthepublictotakeupasimilarchallenge20.TheCanadian-basedResponsibleGamblingCouncilhaverunaseriesoftargetedcampaigns,forexample,focusingonteensandseniors.Depictingthegroupofinterestmayincreaserelevanceamongthetargetaudienceandspecificstrategiestominimisegamblingharmsdifferbetweenpopulations.Therefore,thetargetedstrategiesarelikelytobemoreeffectivethanauniversalstrategywouldbewitheithergroup.Bothcampaignsusepositiveframedmessageswithactionstepsandhavenojudgementallanguage.

19http://www.insidegambling.com.au/editions/9/feature/protecting-your-wallet-and-your-welfare-thats-well-played20http://www.responsiblegambling.vic.gov.au/about-us/news/fight-for-you-wins-media-campaign-of-the-year

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AnexampleofapoorlyconceivedresponsiblegamblingadvertisementisthatofthecommercialintroducedbytheSingaporeanNationalCouncilonProblemGamblingduringthe2014worldcupsoccertournament21.Thecommercialdepictedtwoyoungchildren,oneofwhoisbemoaningthefactthathisfatherbetallhissavingsonGermanywinning.ThatGermanywonthetournamentresultedinthecommercialbecomingaparodyforthepromotionofgambling.Theattempttoinject‘realism’byreferringtoaparticipatingteamfailedbecausethecreatorsfailedtoconsiderthelikelihoodandconsequencesshouldtheselectedteamwin.Thisledtoanattempttorevisethecommercialtoundothedamagedone–whethersuccessfullyremainsunknown.Failuressuchasthesecanonlybepotentiallyavoidedbyaseriesofconceptualandmarkettestingbeforeimplementation.

21http://www.abc.net.au/news/2014-07-15/an-singapore-anti-gambling-ad-kicks-own-goal-with-germany-win/5597114

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AseriesofadvertisementsbyLadbrokesfeaturingdifferentcharacterswerepurportedtobepartofanefforttopromoteresponsiblegambling–theMr.Brightsidecharacterdepictedbelowissupposedlyurgingcustomerstokeeptheirbettingontherightsideoffun. Theoutdoorcampaignadsareregardedasharmfulbecausethemessagescouldadverselyaffectyoungadults,aswellasthosewhoarepronetothinkofgamblingaspartofaglamorouslifestyle.Theadvertisementsincludeanofferoffreecreditanddonotincludeanyinformationaboutresponsiblegamblingorwarningsaboutgamblingproblems.Thishighlightsamajorproblemwithanycampaignintendedtosupportresponsiblegamblingbygamblingoperatorsasincludingbrandingandanypositivemessagesaboutgamblingmaypromotethebrandandunderminetheresponsiblegamblingmessage.Anotheradwithinthiscampaignfeatured“TheProfessor”andcarriedthetagline“onceislucky,twiceistalent”.Thispromotesabeliefthatgamblingiscontrolledbytheindividualandbasedonskill,whichmayencourageongoinggamblingandmisrepresentstherolesofchanceandskillindeterminingtheoutcome.