The Show some Betiquette campaign was designed to demonstrate responsible gambling to young males aged 18-35, considered at risk of developing a gambling problem, in the context of online sports betting.
The campaign first ran from 7 September to 30 November 2017 to coincide with significant sporting events including the NRL and AFL Finals and the Spring Racing Carnival. The campaign ran again in September 2018.
The campaign strategy responded to the impact of impulse in driving poor decision-making when betting on sports with online wagering operators. It is an innovative social media campaign designed to appeal to the younger male market and demonstrate responsible gambling behaviours.
The Talkward social media campaign encouraged both problem gamblers, and family and friends of problem gamblers to address the issue, provide support to one another and share knowledge about the free confidential support and resources available in NSW.
The campaign enabled people to create e-cards and email them to friends and family to start a conversation about their own gambling or raise a concern about the gambling of a person close to them.
You’re stronger than you think
The aim of this campaign was to assist male problem gamblers aged 30-54 to overcome the barriers of shame and stigma and address their gambling issues by seeking professional help.
The campaign ran on television, radio, online and in-venue in late 2014, mid-2015 and 2016. As a result of the campaign 26% of male problem gamblers said the campaign made them seriously think about seeking help and 22% of problem gamblers had sought help for their gambling.