With a limited budget we need to be more counteractive with our spend to remind young men to gamble responsibly when faced with advertised ...
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With a limited budget we need to be more counteractive with our spend to remind
young men to gamble responsibly when faced with advertised temptation.
Office of Responsible Gambling A campaign targeting young male at-risk sports bettors Alison Parkinson Manager Strategy and Development NSW Office of Responsible Gambling
Strategic Plan Our vision will be delivered through: 2018-2021 The vision is: • NSW working towards zero gambling harm
Problem gambling prevalence
A public health approach to gambling harm Active shift from the focus on the ‘problem gambler’ to also target at risk and recreational gamblers and the broader community, in addition to those experiencing harm
Sports betting is growing • Easily available (24/7) • Mobile phone betting replacing traditional bookies • Over saturation of sports betting advertisements and marketing • Increasingly part of sport
Harm and sports betting • 41% of all regular sports bettors in Australia experience one or more gambling problems • Sports bettors experiencing gambling harm spent more than other gambling activities • Problem gamblers are the biggest spenders on sports betting • Normalisation of betting amongst children and young people who watch sports
Betiquette in context Multiple responses including prohibitions on: • Gambling ads in live sport broadcasts • Gambling providers as commentators • Advertising inducements No prohibitions on: • Direct marketing (text and email)
ISSUE: OBJECTIVE:
Sports betting is growing, is Influence young men to gamble
heavily marketed and responsibly when betting on
successfully targets young sports.
adult males. Associated
gambling problems are The campaign is designed to
increasing. capitalise on key moments
throughout the spring sporting
An advertising campaign to seasons, commencing with
target the normalisation of football finals in September
sports betting aims to and concluding with the spring
minimise the harms racing carnival.
resulting from this activity.TARGET AUDIENCE: AUDIENCE INSIGHTS:
90% of online sports bettors are male,
with an average age of 31
Young adult males, aged
18–35, considered ‘at-risk’ 30% of NSW males participate in sports
betting frequently
of transitioning from
recreational gambling to 46% of frequent and 34% of infrequent
problem gambling. bettors spent more money on sports
betting, than 9 other gambling categories
84% of frequent NSW bettors place bets
on their mobile phone
Note: The ‘at-risk’ audience
includes individuals with Peer group pressure is a significant risk
low and moderate-risk factor; 71% of frequent NSW bettors
profiles, scored using the placed bets when with close friends
Problem Gambling Severity Sports betting is intricately linked to their
Index (PGSI). enjoyment of sport, and is highly
normalised.Pre-campaign research • Qualitiative research – Campaign concepts – Campaign optimisation • Quantitative research – awareness of strategies – attitudes towards sports/race betting – experience of harms – Problem Gambling Severity Index
Behavioural motivators AUDIENCE PROFILE The target audience are most motivated by the following factors when gambling on sports: Bonding / mateship / peer pressure Demonstrating skill / self-esteem Intensifying sport excitement Familial traditions Instinctive / impulse Killing time / boredom Entertainment / pleasure Males, aged 18–35
Media preferences
15hrs 24hrs Like to surf
Spent online
97% Really enjoy the net
Spent watching TV per Have a Facebook
week, with 35% of per week going whilst
account and 47%
those hours falling on Heavy online to watching TV.
have
the weekend. consumers of an Instagram chat.
outdoor account.
media.
63%
54% Access social media
Went to a after work/evening and
pub/hotel in the
73%
50% access in the
last 3 months.
Watch sport 89% morning.
Accessed YouTube in
on TV (NRL, v8
the last 4 weeks, 23%
Supercars and used Snapchat & 15%
Soccer). used Reddit.
Need a mobile
53% (
phone
Own a video to access the
game console. internet.Campaign
CAMPAIGN STRATEGY
strategy
Disrupt the conversation led by wagering advertisers
to demonstrate responsible gambling to young males
in key moments of influence for sport and racing events.
||Moments of influence
MOMENTS OF INFLUENCE:
POST-GAME
PRE-GAME DURING GAME
Timing:
Timing: Timing: Sun PM – Mon
Tues – Wed Thurs PM – Sun PM
AUDIENCE BEHAVIOUR AUDIENCE BEHAVIOUR
AUDIENCE BEHAVIOUR
‘in the moment’ - their reacting to game result
Researching and placing
enjoyment of the game researching bets to build
bets in the lead up
depends on their bet on wins or recoup
to the game.
betting & advertising are losses.
unavoidable.
OPPORTUNITY OPPORTUNITY OPPORTUNITY
Illustrate examples of Mitigate the pro- Illustrate examples of
responsible gambling in gambling conversation responsible gambling in
researching moments. led by advertisers. researching moments.Campaign mix and media strategy
PAID MEDIA UTILISATION
Social media (15%)
Online TV (16%)
In-venue Social
Digital display
Radio
(12%)
Mobile display
Online TV
(14%)
Mobile Radio (10%)
Display
Paid in-venue
(13%)Disrupted TV betting ads with TV sync technology
88% of 18-35 DSP
year olds engage
in second screen
behaviour .Creative proposition
CREAE PROPOSITION:
WE INVITE THE PUNTERS OF NSW TO…
ETIQUETTE:
the rules and customary code of polite behaviour in BETIQUETTE
society or among members rules, values and proper code
of a particular profession or group. a punter follows when
gambling
BETTING: money on the outcome of a
the action of gambling money on the race, game, or other
outcome of a race, game, or other
unpredictable event.
unpredictable event.
Liquor & Gaming NSW – Sports Betting Awareness Campaign Overview 22Key messages
Targeted responsible gambling behaviour Campaign message
1 Knowing when to stop gambling Good Betiquette: Not betting on badminton to recoup your losses
2 Not being antisocial when gambling Good Betiquette: Paying attention to your date, not the bonus bet alert
3 Not gambling under the influence of alcohol Good Betiquette: Not waking up hungover next to some random betting slips
4 Gambling within financial means Good Betiquette: Not dipping into the ‘Carnage in Croatia’ account
5 Not submitting to peer pressure Good Betiquette: Not being intimidated by the size of your mate’s bet
6 Not gambling for necessities Good Betiquette: Punting for fun, not a parmigiana
7 Planning bets Good Betiquette: Not getting distracted by a fake set of tips
LIQUOR & GAMING NSW: PRESENTATION TO MINISTER, 24 JULY 2017 23Campaign creative - video
In-venue posters
BETIQUETTE CAMPAIGN – POSTERS
Responsible Responsible Responsible
behaviour: behaviour: behaviour:
Not submitting to peer Not being antisocial Not gambling under the
pressure when gambling influence of alcoholIn venue posters
BETIQUETTE CAMPAIGN – POSTERS
Responsible Responsible Responsible
behaviour: Responsible
behaviour: behaviour:
Not gambling for behaviour:
Planning bets Gambling within
necessities Knowing when
financial means
to stop gamblingSocial and video
Page 27Campaign website
Page 28Campaign results – exposure and perception
• Radio and social media ads most effective
• Catch up TV ads best performing, followed by social
media video placements
• 20% of young at-risk sports bettors recalled exposure
• About one fifth (21%) of the young at-risk bettors
exposed considered the advertising highly relevant to
them
• Just over one third (37%) of the young at-risk bettors
exposed considered the advertising highly appealing
• Around one quarter (24%) of young at-risk bettors
exposed reported a high likelihood of engaging with
the campaign upon future exposure
Page 30Evaluation findings - summary • High report of taking action • High awareness of some strategies • High awareness and understanding of Betiquette • No systematic improvement in attitudes towards betting • Increased reports of own experience of harm
Campaign results – actions planned
• 52% of those exposed highly likely to
implement each of the strategies
• Top 5 strategies
– Avoid betting using money meant for
something else (61%)
– Avoid betting to earn money for necessities
(60%)
– Bet with your financial means (59%)
– Exercise control over your betting (59%)
– Stick to your betting limits (59%)Campaign results – message take out
• 82% who reported exposure recalled at least one
campaign message upon prompting. The leading
campaign messages derived included:
o Be in control of your betting (37%)
o Know when to stop betting (32%)
o Bet within your financial means (29%)
o Stick to your betting limits (26%)
o Show some Betiquette (24%)
Page 37Attitudes towards sports & race betting
Betiquette – evaluation Betiquette campaign successfully targeted its intended audience achieving cut-through and delivered a strong call-to-action
Betiquette – next steps • Making messaging more direct • Improving attribution through Government logo, colouring and URL • New creative with new strategies • Shifting media strategy to target ‘bet regret’ • Continue advocating for public health approach to gambling harm
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