The issue of women’s experiences of gambling and gambling harms has generally not received the attention it deserves in terms of research, policy or practice. There are minimal existing women’s gambling harm prevention campaign to build on anywhere in the world.
To fill this gap, GambleAware has developed and launched the first gambling harm prevention campaign targeted at women. Before the campaign launch on 31 January, the following research was carried out:
• A detailed scoping exercise was conducted in 2020, involving a review of published data and research, as well as engagement with a number of subject matter experts.
• Following this, several stages of strategic and creative development research were conducted during 2021 to ensure that the communications developed resonated strongly with women who gamble and women with lived experience of gambling harms.
• To contribute to building the research base, GambleAware has recently invested 250,000 for new research into women’s lived experience of gambling harms with a consortium comprising IFF Research, University of Bristol and the GamCare Women’s Programme.
• Our approach is informed by this ongoing research with an overview of the first phase, a rapid evidence assessment and associated blog post due to be published alongside this research synopsis .
This synopsis summarises some of the key findings and insights that informed the development of the campaign.