GambleAware has launched the second edition of its ‘Tap Out’ safer gambling campaign, urging audiences to pause and reconsider their gambling habits.
Since Q3 2020, Tap Out has served as GambleAware’s flagship nationwide campaign, warning the public of impulsive behaviours associated with online gambling.
As part of its wider ‘Bet Regret’ campaign, GambleAware cites that the first burst of Tap Out marketing activity achieved a high-level engagement with its target audiences.
“Research conducted by Ipsos MORI showed that campaign recognition was 63% amongst the target audience of younger male sports bettors, rising to 77% amongst those in the highest risk group,” GambleAware explained.
“34% of the campaign audience now say they try to close or “tap out” of their betting app and pause before deciding whether to place a bet.”
For its new burst of activity, GambleAware has focused on personalising its campaign messaging, which will include testimonial videos of punters revealing why they chose to ‘tap out’.
The campaign will be supported with the new content from social media influencer Josh Denzel and Bet Regret Ambassador, David James sharing personal insights on overcoming impulsive behaviours and betting.
GambleAware underlines that Tap Out’s new messaging focuses on the new objectives of its Bet Regret campaign, in which the charity seeks to ‘increase the number of bettors taking steps to cut down their gambling by using specific moderation techniques and aids’.
A refreshed Tap Out campaign will broadcast on TV, BVOD (broadcaster video on demand), radio and on digital platforms, including social media.