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Background to stigma reduction campaign

Author: GambleAware Published: April 2023
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Summary

This report by GambleAware outlines the background research and insights that informed the April 2023 campaign to reduce stigma around gambling harms.

Topics covered

  • the rationale for why it's important to reduce gambling harm-related stigma by developing and launching a campaign
  • context of gambling harms in Great Britain
  • impact of stigma on those experiencing gambling harms
  • best practices in stigma reduction campaigns
  • overview of GambleAware's approach to reducing stigma 

Key findings

Stigma prevents people from seeking help for gambling harms and is a harm itself.
The Stigma reduction campaign aims to change perceptions and normalise support-seeking by:
  •  amplifying voices of those with lived experience
  • using empathetic language
  • encouraging open conversations
Reducing stigma will take time and requires a joint effort from various stakeholders.

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