GambleAware has published a Synthesis Report on the Bet Regret Safer Gambling Campaign, outlining how research was used to inform the development of the various stages of the campaign and ensure an evidence-based approach was applied throughout.

The report was prepared independently by Ipsos MORI, with a specific focus on the role and value of research and evaluation in the implementation of the campaign, across all the many and varied pieces of research conducted. Its aim is to document and share the learnings related to the use of research that were gained in running a public health campaign to reduce gambling related harm.

During the entirety of the Bet Regret campaign eight different strands of research were completed. These included an initial study to identify the key campaign audience; focus groups with the target audience to inform the creative development and ongoing tracking studies throughout to monitor the performance of the campaign.

The Bet Regret campaign, which started in 2018, aims to promote safer gambling behaviour amongst sports bettors. During its first year, the ambition was to provoke conversation around the moderation of sports betting, and in the second year, the campaign seeks to increase the number of bettors taking steps to cut down their gambling by using specific moderation techniques and aids.

The Synthesis report is available to read on our website here.

For a narrative overview of the campaign itself – covering development, implementation and performance, you can also read ‘Avoiding Bet Regret  - an overview of the campaign to date’, available here.

You can view the full press release for this news here.