A GAMBLING CAMPAIGN AWARENESS

Sunny Side Public Relations Agency, a Sunshine Coast-based public relations firm, commissioned this study to investigate the unmet public relations need for a campaign raising awareness of gambling problems among Australian teens. Gambling has increased dramatically in Australia since the late 1980s, emphasizing the need to educate the youth.
Furthermore, secondary studies on the probability of young Australians gambling revealed that researchers have tied socialization behavior to gambling habits. As such, the campaign was targeted around achieving success in changing the perception and eventually the behaviour of adolescents towards gambling.

Primary research revealed that most respondents agreed that gambling was a national problem and an addiction as such. Further, given that most respondents also cited lack of campaign programs to address the problem, the campaign developed in the report aimed to increase awareness by at least 40% by the end of its tenure. It also aimed at reducing gambling by at least 10%.

Recommendations are provided on how increased awareness against gambling can be achieved in addition to changing perceptions towards gambling leading to reduction as a consequence.



Table of Contents

Executive Summary2

List of Figures4

1.0 Introduction5

1.1 Authorization and Purpose5

1.2 Limitations5

1.3 Scope of the report5

2.0 Client Background6

3.0 Situation Analysis7

4.0 Target Public7

5.0 Campaign Goal7

6.0 Campaign Action Communication8

7.0 Primary Research plan8

8.0 Budget and Resource Allocation8

9.0 Evaluation8

10.0 Conclusion9

11.0 Recommendation9

References10

Appendix A11

Appendix B12

Appendix C13

Appendix D14

Appendix E15

Appendix F16





List of Figures



Figure 1…………………………………………………………………………………12

Figure 2…………………………………………………………………………………12

Figure 3…………………………………………………………………………………12

Figure 4…………………………………………………………………………………13









1.0 Introduction



1.1 Authorization and Purpose



The report was authorised by Sunny Side Public Relations Consultancy, a PR consultancy based in the Sunshine Coast. The report as such, aims to propose a campaign to the Alliance for Gambling Reform in an attempt to aid in tackling gambling issues that adolescents from Australia grapple with. In addition, the report also describes the role played by pokies in aiding the gambling problem. The proposed campaign suggests tactics and strategies that help achieve the campaign goals and objectives.

1.2 Limitations



The report is limited to secondary research only. As such, statistics used in developing the report were yearly findings.



1.3 Scope of the report



The report will describe the client background and then expand on the unmet PR problem identified for this campaign. The situation analysis section will discuss problems brought about by gambling to Australian residents. Secondary research ranging from sources such as websites and academic journal articles will be reviewed to provide more insight on the problem under study.

2.0 Client Background



The Alliance for Gambling Reform comprises of different organizations that have collaborated united by their shared concern regarding the catastrophic and unfair impact of gambling and its normalization in the Australian culture (pokiesplayyou.org.au, 2017). The leaders of the Alliance comprise of different cities and county councils in Australia. Cities include: Darebin, Greater Dandenong, Monash, Kingston, Melbourne, Whittlesea, and Wyndham while county councils include: Brimbank, Knox, and Hume.

In terms of funding, the Alliance entirely depends on donations from individuals and different foundations that do not have any ties with either the gambling industry or political affiliations. It campaigns against the notoriety of the gambling industry and aims to introduce reforms that restrain the damage it impacts on the greater community. As such, it enlists help from a variety of contributors in an attempt to make Australian pubs and clubs safe and con-free. While the initiative to draw as many contributors as possible from both individuals and organizations is plausible, a challenge of obtaining enough funds to drive effective campaigns often arises. Gambling in pubs, casinos and clubs often causes huge losses in terms of government taxes hence their involvement in eradicating the challenge. (Appendix A shows the losses the government incurs from gambling activities in such establishments).

Bidey (2017) points out that by joining the alliance, different organizations are able to directly partner with other members in order to enhance their efforts in leading reforms in the gambling industry. Further, he notes that most of the vulnerable groups at risk of developing gambling problems include those who are socio-economically challenged, youth, those with intellectual disabilities, drug or alcohol addictions, and mental health problems as well.

3.0 Situation Analysis



Different authors highlight the criticality of gambling as a problem facing the larger Australian community in that in addition to leading to immense financial losses, the problem is tearing down families and leading to severe cases of mental health, anxiety, depression and even suicide. O’Shea (2016) postulates that Australia tops the charts when considering losses incurred from gambling. She highlights that in 2015, the country lost more than $17.5 billion in financial worth which is equivalent to $949 per adult, which as she argued, are the highest per capita losses in the world. Further, she argues that the country found itself in such a critical situation owing to the strong association between the gambling industry and the government.

Sebag-Montefiore (2017) asserts that the ease of access to gambling machines has fueled the problem with their selective placement in almost every street. In addition, she adds that the design of the games including both graphics and music lures users to become addicted to them. The public relations unmet issue points out that losses resulting from gambling have never quite stopped growing since 1987 (Appendix B). Furthermore, it is interesting to note that Australians have far more access to a gaming machine with the distribution statistics showing 1 machine serving 118 people while in the U.K, 1 gaming machine serves up-to 400 people. In Switzerland, the distribution is much sparser with one gaming machine serving up-to 1796 people (Shane, 2014).

Hsu and Chon (2012) assert that the socio-economic challenges brought about by gambling affect a range of parties in the community, from those working in the gambling industry to those working in other industries and the community at large. They point out that gambling results in challenges such as financial loss, debt, breakdown of families as a result of addiction, where gamblers spend too much time in establishments pursuing their addictive gambling pleasures. Thomas et al., (2011) recognized the immense depth the challenge has grown into in Australia and provide an unabridged outline to treat the problem.

Moore and Ohtsuka (1997) in their study on the gambling activities of young Australians, identified a strong relationship between the socialization behaviors of the youth and their influence in gambling. Delfabbro and Thrupp (2003) further built on work by Moore and Ohtsuka as they investigated youth gambling and its association with economic socialization. The authors identified that where parents taught their adolescent youth in positive economic attitudes such as saving and budgeting, there was a lower youth engagement in gambling unlike with parents who practiced loose economic behavior

Novak (2013) opines that the Australian government has been at the frontline to fight against the rapid rise in gambling in the country with the flagging of the 5-dollar limit for poker machines as part of the reforms of the Gaming Machines Act of 1991 making it significantly more difficult for gamblers to undertake such activities. Holderhead (2016) adds that with the implementation of the reform in 2017, betting in poker establishments would significantly reduce. Despite such incentives, the Australian government needs to be involved in more ways such as restricting gaming machines in casinos only compared to clubs and pubs. Peter (2009) points out that the Public Relations Institute of Australia on the one hand are ethical in their identification and raising awareness regarding the gambling problem that is affecting the Australian community. However, he argues that the institute seems to exhibit impartiality in that it is not as vocal in states where gambling contributes as much as 15% revenue.

Despite the involvement of the government in attempting to curb gambling activities by introducing caps to gambling limits, the gambling challenge is still rampant among the youth. According to Moore and Ohtsuka (1997) and Delfabbro and Thrupp (2003)

the youth are heavily influenced into gambling since their socialization aspects have a huge impact on how they engage in different behavior. As such, the campaign targets the young adult population since by influencing their behavior, positive behavior change is expected.

4.0 Target Public



The campaign targets university students aged between 18 and 24 years old from Sunshine Coast who have not been able to develop a firm grip in handling their finances and as such, would be easily induced to misuse their education and personal loans. Boldero, Bell and Moore (2010) have shown that ease of access to gambling avenues paralleled by gambling frequency arising from their free schedules whilst in college, easily influences them to engage in the detrimental acts of gambling. Ideally, the youth are the target of the campaign since they are able to influence their peers and family members. Similarly, adolescents are more likely to work as volunteers in enabling the attainment of the client goal of reducing gambling and eventually making it illegal.

5.0 Campaign Goal



Sunny Side Public Relations Consultancy, who are the client of the report, aim to reduce gambling among Australian youth. As such, the goal of the campaign is to raise awareness among university students and change their perception towards gambling thereby preventing it from escalating into a behavioural problem. The campaign is anticipated to run for 6 months starting from not aware to closing date.

6.0 Campaign Action Communication



6.1 SMART Objectives



During the campaign period, the following objectives are targeted to be achieved.

Have at least 1000 students sign a “will to improve” form which states their acknowledgement to having a gambling issue and their willingness to seek help and to receive help at the end of the six-month campaign period.

Raise awareness about the gambling problem among the target public by at least 40 percent.

Reduce the level of gambling among the target public by at least 10% during the campaign period.



6.2 Strategies

In order to attain the given objectives, the following strategies are developed.

Use Facebook as the social media tool to reach the target public. In 2012, Facebook dominated 67% of social media with its main demographic being women aged between 18 and 29 years old. (Refer to Appendix C showing the different demographics using Facebook as at 2012). By targeting women using Facebook, it is hoped that the campaign will further the objective of ensuring at least 1000 of them sign the “will to improve” form.

Use both print and web advertising means to reach the target population regarding the gambling. Posters are to be distributed around the school in public places in order to ensure the population is reached. Similarly, the posters will be distributed via online platforms to ensure that respondents view them, either through platforms such as Facebook, Instagram, YouTube, etc.

Change the attitudes of students towards gambling consequently leading to its reduction.

6.3 Tactics

Only uncontrolled tactics were used in achieving the objectives targeted. These comprised both social media and print where posters to send out the message were printed and placed selectively around the university while at the same time being distributed through social media ads in the different social media platforms. (Refer to appendix D and E for the social media and print ads we created).

6.4 Key Messages

There needs to be more awareness on the negative effects of gambling

There needs to be more support for people struggling with gambling addiction



6.5 Slogan



“Serenity or Anxiety? Don’t bet on your health.”

According to Lewis (2002), when developing the slogan, breaking the message into short bursts through use of bullets not only presents an easily understood thought, it also prevents boredom, before proceeding to bombard the targeted individual with more content. As such, the campaign adopted a two-sided slogan where the first part “serenity or anxiety” emphasized a personal choice on the individuals by enabling them to choose either serenity or anxiety while the second part “don’t bet on your health” brought out the aspect of putting one’s health at risk in search of winnings.

7.0 Primary Research plan



Saunders et al., (2007) postulates that in selecting a research choice, three methods are employed, namely, mixed, mono and multi methods. The authors note that with the mono method, the researcher focuses on using only one research approach while with the mixed methods, the researcher the researcher uses two or more research approaches which involves the use of the qualitative and quantitative methods. Further, the multi method divides the research into several segments with each being analysed using either the quantitative or qualitative research methods (Flick, 2011).

Non-probability convenience sampling was used in determining the sample population to take part in the online survey as all university students had an equal chance of being selected (Babbie, 2009). On the other hand, interviews were conducted to provide qualitative data. The online survey was conducted through Survey Monkey and comprised of ten closed questions. The interview as well, had ten questions and involved four participants.

7.1 Online Survey



The online survey indicated that most of the respondents agreed that gambling was a national problem in Australia. Figure 1 below shows that 45% of respondents agreed that gambling was a problem compared to 30% who failed to agree. Of importance to note is that 50% of the respondents claimed that they were not aware of any gambling campaigns. (See Figure 2). Similarly, there was high agreement that gambling was an addiction (Figure 3) and led to financial loss and stress (Figure 4).











Figure 1: How participants regarded gambling









Figure 2: Participants were not aware of any gambling campaigns









Figure 3: Participants agreed that gambling was an addiction











Figure 4: Participants agreed that financial loss and stress resulted from gambling





7.2 Interviews



Portigal (2013) points out that interviews are significant in enabling a researcher gauge more respondent aspects during data collection such as gestures and as a result, gather more data. Further, they are important in that the researcher can ask follow up questions as he builds up knowledge.

Four respondents were interviewed with analysis of the responses indicating that most of them agreed that gambling was a problem at a national level. Similarly, the respondents agreed that with the young adult population, it was easy for them to get into pubs and clubs and engage in gambling. The interview responses also reiterated the quantitative results gathered where most respondents noted that there were no campaigns to help raise awareness about the dangers of gambling.









8.0 Budget and Resource Allocation



Resource

Budget Allocation

Consultant Fee (6 months)

$20,000

Social Media Advertisement

$30,000

Print of posters

$9,000

Total

$59,000





9.0 Evaluation



Goal: In line with the Australian Alliance for Gambling Reform, the objective is to promote awareness on the negative aspects of gambling among Australian youth in order to reduce gambling levels

Objective

Strategies

Tactics

Evaluation Methods

Have at least 1000 students sign a “will to improve” form.

Use Facebook as the social media tool to reach the target public.

Social Media (has the highest reach to the target public)

Social media reach statistics

Media content analysis

Raise awareness about the gambling problem among the target public by at least 40 percent.

Use both print and web advertising means to reach the target population regarding the gambling.

Print and social media adverts

Carry out a survey both at the beginning and end of the campaign period

Reduce the level of gambling among the target public by at least 10% during the campaign period.

Change the attitudes of students towards gambling consequently leading to its reduction.



Print and social media adverts

Carry out a survey both at the beginning and end of the campaign period





10.0 Conclusion



The report has outlined the public unmet relations need for a campaign to raise awareness on the negative effects of gambling, especially for the Australian youth. The report posits that in order to reduce the negative effects of gambling and entirely illegalize it, there is need to enlist collaboration from different organizations both in terms of funds and quality resources such as coaches to guide gamblers struggling with the vice.

Australia has been losing immensely both on financial aspects ($17.5 billion in 2015) and social aspects from gambling with most addicts either losing their families and friends or ending up being depressed and struggling with mental health problems.

Primary research found out that most respondents are unaware of campaigns against the vice highlighting the need for national level campaigns that are more effective in reaching the youth. Gambling, despite the argument that it is a quality past time activity, is addictive and often leads to detrimental effects on gamblers which results in more subsequent damage. Managing gambling before it advances to a behavioral challenge is thus significant.

11.0 Recommendation



Recommendations for future include.

Ensure social media advertisement continues in order to maintain high awareness levels on the negative aspects of gambling even after the campaign ends. There is need for constant reinforcement in order to keep the concept in mind.

Solicit for financial assistance in order to rehabilitate individuals grappling with gambling to either alleviating them from debt or get them back on their feet.

There is also need to create continual support lines for individuals grappling with addiction. On the one hand, volunteers are required to guide and help addicts to overcome their challenges while on the other hand, there is need to raise awareness on the existence of such services to encourage more people to take part.















References



Babbie, E. (2009). The basics of social research. 5th ed. Belmont: Cengage Learning.

Bidey, S. (2017). Battle to beat pokies addiction in Kingston. [online] Heraldsun.com.au. Available at: http://www.heraldsun.com.au/leader/inner-south/kingston-council-joins-alliance-for-gambling-reform-as-gamblers-lose-millions-on-pokies/news-story/32fc0e99c321a3e73f119b78d8919e9d [Accessed 16 Oct. 2017].

Boldero, J., Bell, R. and Moore, S. (2010). Do gambling activity patterns predict gambling problems? A latent class analysis of gambling forms among Australian youth. International Gambling Studies, 10(2), pp.151-163.

Delfabbro, P. and Thrupp, L. (2003). The social determinants of youth gambling in South Australian adolescents. Journal of Adolescence, 26(3), pp.313-330.

Flick, U. (2011). Introducing research methodology: A beginner's guide to doing a research project.. Los Angeles [u.a.]: SAGE.

Holderhead, S. (2016). New lower maximum bet on pokies in SA. [online] Adelaidenow.com.au. Available at: http://www.adelaidenow.com.au/news/south-australia/maximum-bet-on-poker-machines-in-sa-halved-from-sunday-to-5/news-story/3fb84bbf01feeb4237251ee79ed66118 [Accessed 16 Oct. 2017].

Hsu, C. and Chon, K. (2012). Casino Industry in Asia Pacific. London: Routledge.

Kothari, C. (2014). Research methodology. New Delhi: New Age International.

Kumar, R. (2008). Research methodology. New Delhi: APH Publishing.

Lewis, H G. ‘Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns. AMACOM, 2002. EBSCOhost.

Maeve Duggan & Joanna Brenner. 2013. Pew Research Centre, . http://www.nwnjsbdc.com/upload/PIP_SocialMediaUsers%20Demographics%20201 2.pdf . (Accessed 21 August 2017).

Moore, S. and Ohtsuka, K. (1997). Gambling Activities of Young Australians: Developing a Model of Behaviour. Journal of Gambling Studies, 13(3), pp.207-236.

Novak, L. (2013). $5 maximum bet limit for poker machines after SA Attorney-General John Rau's gambling reforms summit. [online] NewsComAu. Available at: http://www.news.com.au/national/south-australia/maximum-bet-limit-for-poker-machines-after-sa-attorneygeneral-john-rau8217s-gambling-reforms-summit/news-story/57624a3aed1548b2bd13120b538d154e?from=public_rss [Accessed 16 Oct. 2017].

O’Shea, L. (2016). Opinion | Australia Has a Serious Gambling Problem. [online] Nytimes.com. Available at: https://www.nytimes.com/2016/11/19/opinion/australia-has-a-serious-gambling-problem.html [Accessed 16 Oct. 2017].

Pokiesplayyou.org.au (2017). Alliance for Gambling Reform. [online] Alliance for Gambling Reform. Available at: http://www.pokiesplayyou.org.au/the_alliance [Accessed 16 Oct. 2017].

Portigal, S. (2013). Interviewing users. New York: Rosenfeld.

Saunders, M., Lewis, P. and Thornhill, A. (2007). Research methods for business students. 6th ed. London: Pearson.

Sebag-Montefiore, C. (2017). Why Australia has a serious gambling problem. [online] CNN. Available at: http://edition.cnn.com/2017/08/28/health/australia-gambling-addiction-poker-slot-machines/index.html [Accessed 16 Oct. 2017].

Shane, T.‘Problem Gambling’ Australian Family Physician, Jun 2014, Vol.43(6), p.362-364

Thomas, S., Merkouris, S., Radermacher, H., Dowling, N., Misso, M., Anderson, C. and Jackson, A. (2011). Australian guideline for treatment of problem gambling: an abridged outline. The Medical Journal of Australia, 195(11), pp.664-665.



Appendix A



How the government is losing money from gambling















Source: http://www.pokiesplayyou.org.au/show_me_the_money





Appendix B



The Australian Gambling Statistics 1987–88 to 2012–13 30th edition

















































Appendix C





Percentage of internet users on different social networking sites

























































Appendix D



Convince Ads we created















































Appendix E



Convince Ads we created





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