Responsible Gambling Community Awareness Campaign
Queensland’s Responsible Gambling Strategy (2002) was one of the world’s first strategies to recognise the importance of the community’s understanding of responsible gambling practices.
This approach is evident in the Responsible Gambling Community Awareness Campaign released in October 2009. The Campaign presents messages based on an early intervention approach targeting low to moderate risk gamblers.
The Campaign seeks to encourage this group of gamblers to develop responsible gambling habits and behaviours. The key messages of the Campaign are “staying in control” and “setting limits”.
The two concepts used to convey these messages include “Don’t be a Galah” and “Don’t go over the top”.
Media channels used to spread the messages across the State:
- newspapers
- bus shelters
- bus and train stations
- billboards
- sport stadiums
- cinemas.
An innovative search engine graphic is used in the message to encourage people to visit this website.
An on-line advertising component has also been included in the campaign to combat the increasing incidence of on-line gambling.
Frequently Asked Questions
These frequently asked questions provide background information on the Responsible Gambling Community Awareness Campaign and some of the other key responsible gambling initiatives the Queensland Government is implementing, which aim to bring into balance the social and economic impacts of gambling for individuals, their families and for the communities in which they live.
Why is the Queensland Government promoting responsible gambling?
For many people, gambling is an enjoyable leisure and entertainment activity. For others, participation in gambling can lead to problems. The Queensland Government has a Responsible Gambling Strategy in place to minimise harm caused by problem gambling.
The Responsible Gambling Community Awareness Campaign is designed to prevent the occurrence of problem gambling.
Who is the Campaign aimed at?
The Campaign is aimed at low to moderate risk gamblers and is focused on the mainstream population. The Campaign has been delivered State-wide.
What is the Campaign trying to achieve?
The Responsible Gambling Community Awareness Campaign aims to increase awareness and education about responsible gambling protective measures and to develop the ability of regular gamblers to engage in responsible gambling habits and behaviours.
The Campaign seeks to prevent people becoming problem gamblers by reaffirming and reminding regular gamblers about existing control strategies that they already use.
This Campaign is part of the early intervention strategy to address gambling issues before they become a problem and aims to raise awareness of responsible gambling.
Why does the Campaign target a mainstream audience?
The campaign targets gamblers who may be at risk of developing a problem.
The Queensland Household Gambling Survey 2006-07 estimated that approximately 7.5% of the adult Queensland population or approximately 221,000 people come within this definition. This group has a younger age profile than the general population, as approximately 42% of at-risk gamblers are aged between 18 and 34 years. When compared with recreational gamblers, the survey results indicated that at-risk gamblers engage with more types of gambling, gamble more often and participate for a longer period of time. Almost 40% of at-risk gamblers participate in 4 or more different gambling activities.
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Last reviewed 16 October 2009
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