These vignettes are also available to the general public through the campaign website. Seven restaurants, cafes and bars offer the best in cuisine and enjoy the live entertainment at the Mashina Lounge. Online Gambling versus Traditional Gambling Gambling used to require getting dressed up, spending money on gas, and going down to a nearby casino and spending some considerable time, just ljves play a couple of games and have a good time.
Delivered in stages, the campaign began by raising awareness of problem gambling, then introduced messages on how to seek help, followed by focusing on specific behaviours, such as encouraging those at risk of gambling harm particularly those that frequently play electronic gaming machines and others in their lives to seek help early. Gambling-related harm is a continuing issue in New Zealand, with significant health, social and economic implications.
Problem gamblers and those close to them can experience stress-related physical and psychological ill health; family breakdown; domestic violence; criminal activity such as fraud; disruption to or loss of employment; other dependencies such as alcoholism and substance misuse; and social isolation. National surveys have shown that around 80 per cent of adult New Zealanders gamble in some form. Most gambling this without any negative effects on themselves or others but nearly three per cent of past-year gamblers meet the criteria for problem or moderate-risk gambling, and a further five to six per cent are classified as low-risk gamblers indicating that they were already experiencing some low levels of harm and could be potentially at risk of further problems in the future.
Furthermore, almost 3 per cent of adults had experienced problems due to someone's gambling in the previous 12 months. To minimise gambling harms, New Zealand has developed a public health approach and supporting legislation Gambling ActPart 4, s. The Ministry of Health is responsible for delivering this approach and has contracted the Health Sponsorship Council HSC to implement a social marketing programme to support it. The HSC is a crown agency that promotes health and encourages healthy lifestyles.
Its long-term focus is on reducing the personal, social, financial and healthcare costs associated with risky health behaviours such as smoking and problem gambling. To do this HSC has developed a comprehensive approach that draws on the disciplines of public health, health promotion and social marketing to plan, execute and evaluate its programmes. To help with the development of a social marketing programme to combat problem gambling in New Zealand, HSC set up a Public Health Advisory Group to help advise on the early development of the programme.
The advisory group consists of:. Concepts were also pretested through interviews with Asian people and people who had identified as problem gamblers. Rather than using focus groups to test the Stage 2 campaign concepts, HSC decided it would be more appropriate to discuss the advertisements and the issues they raised in one-on-one interviews, so the following were conducted:. This research provided some useful insights about how people from different backgrounds engaged with the proposed messages.
Findings showed that using stories worked well and conveyed the intended messages about the harms of problem gambling, along with the message that something can be done about it. The stories worked well on their own but were particularly strong when viewed as a suite, showing emotive real-life examples of the harm that gambling can do, along with a positive story about one community's response.
As some time had passed since the original literature review was conducted inan updated literature review was conducted in September Moreover, the majority of low-risk Therefore, the use of gaming machines is clearly indicative of some risk or problems associated with gambling. Based on previous experience working in the area of problem gambling, the project team identified the following common barriers to seeking help:. To do this, the programme has developed different objectives for each stage.
Research is conducted after each stage and interventions great gambling systems accordingly. The objective of this stage is to de-normalise harmful gambling behaviour in society by increasing discussion and debate about gambling and gambling harms. Initial feedback from Stage One found that the main reasons people did not take action as a result of seeing the advertisements was that they did not see problem gambling as an issue that affected them.
In addition, they were unsure about the specific harms of gambling and wanted information about how to respond to problem gambling. Stage Two therefore used real people with real stories to show that it can affect everyday New Zealanders, and showed what they have done to make things better. The objective of this stage is to raise awareness of how problem gambling can affect anyone, how problem gamblers can seek help and how those close to them can help them to do so.
These advertisements succeeded in demonstrating that problem gambling affects people from all walks of life in New Zealand. The und aus the online of this stage is for players of electronic gaming machines to seek help early, and gambling those close to them and venue staff to help them to do so.
This brand was chosen primarily because it was the term used by the sector at the time. HSC developed the following interventions, with all concepts pretested with the target audiences. Three TV advertisements were developed about real-life stories that promote the messages that you can help yourself, your loved ones and your community:.
These advertisements were followed by the development of a diverse range of testimonial-based stories to add to the original three from the television advertisements from approximately 30 people whose lives were affected by gambling. These included individuals from a range of ethnic groups who have experienced gambling problems, their family members, problem gambling and health and social services, and concerned members of the wider community who have taken action to address gambling harm.
A campaign website problemgambling. For problem gamblers or for those worried that someone close to them has a problem with gambling, the programme signposts to a number of support services including:. A range of resources have been developed for service providers to promote campaign messages at a community level. Many of these have been developed in a number of languages, including Korean and Chinese to reach Asian audiences.
William hill opening times leeds DVD was developed to support the public health work of service providers, by showing the stories of a wide range of people who have been involved with problem gambling. These vignettes are also available to the general public through the campaign website. HSC worked with service providers around the country to provide a pack of norilsk nickel deposits to support specific events on Gamblefree Day.
Kiwi Lives was launched in March when the first TV advertisements were aired. Kiwi Lives Stage Two was then launched in early December As part of the launch of Stage Two, a new website was developed that included a number of innovative features, such as a gambling loss map and gambling tests. HSC has learnt the importance of flexibility when implementing the campaign. For example, for Kiwi Lives Stage Two the team found it incredibly difficult to identify people who were willing to share their stories, which limited the potential scope.
Despite this challenge, the outcome was still very positive, and once the first participants talked about their experience of being involved, a lot of momentum built, which got others engaged. HSC seized this opportunity and developed more stories for the website and DVD resource, which has become a key success of the campaign. Importantly the problem gambling sector was involved in the development of these stories and resources which created a sense of ownership and supported better delivery on the ground.
Plus, the voice of real people telling their stories meant that they resonated with a wide audience. Another challenge the HSC has worked to overcome has been in developing printed resources to support the campaign. The HSC endeavoured to work closely with the problem gambling sector to gain their input into the development of these resources.
In hindsight, however, it would have been better to undertake some audience insight work earlier to understand what was needed and what messages worked from the outset, before presenting the materials to the problem gambling sector for their input. This meant the process took much longer than d&d gambling skill, which sometimes caused difficulties since the resources were not available to the problem gambling sector as early as had been expected.
This has been far from ideal, because it was intended to become a community brand that could be used proactively by the sector. The development of Stage Three provides HSC with an opportune time to consider a new name and straplines that communicate more effectively with key audiences and are better supported by the sector.
Subsequently, HSC has had conversations with the sector about new branding and new branding questions were included in the scoping phase with the target audience for the development of Stage Three of the campaign. Kiwi Lives Stages One and Two were both evaluated by telephone surveys of a representative sample of the general public including specific population groups: These figures were higher for Stage Two than Stage One, showing that the second stage built on the achievements of the first.
This demonstrates that the medium is effective for those groups disproportionately affected by gambling harm. Figures from the Gambling Helpline and other data sources have shown a positive response to both stages of Kiwi Lives. For example, calls to the Gambling Helpline increased approximately 30 per cent at the time the Stage Two advertisements were shown on television. This demonstrates that the secondary objective of encouraging charleston west virginia gambling was seeing positive results.
The HSC also gains feedback from service providers and other frontline workers from an independently conducted survey. To date, respondents have said that:. The first two stages of Kiwi Lives have shown success in raising awareness and understanding of gambling harm and an increase in some help-seeking behaviours. The HSC is seeking to build on this and, as of earlyis in the process of a scoping phase to inform a third stage of the campaign.
Kiwi Lives Stage Three is aimed at empowering and enabling people at higher risk of developing gambling problems, as well as those in their lives who have the opportunity to intervene before gambling becomes harmful. More specifically, players of electronic gaming machines are the primary target audience. Secondary audiences are friends and family of electronic gaming machine players, and staff at venues with gambling facilities such as electronic gaming machines.
Much like Stages One and Two, this stage also helps those already experiencing more serious harms while showing that anyone could be affected by or be at risk of gambling harm. Stage Three is being delivered through a suite of TV advertisements complemented by a range of other activities including radio, print, online, in-venue, public health resources and community-based activities.
The first advertisements help identify risky behaviours and provide an example of how a friend or family member can intervene effectively. The aim is to demonstrate that help-seeking and self-management can be simple and private. A further advertisement demonstrates an example of good host responsibility. The aim of this is to make it acceptable that venue mobile gambling, as responsible hosts, can and will intervene with at-risk gamblers.
Sector engagement and buy-in is vital to successfully implementing a community-based brand and ensuring the messages are being conveyed on the ground. Community action is an essential part of the programme and this requires developing trusted relationships with those working directly with communities. Be sure to put aside considerable time to build strong relationships — these relationships will be what color comes up more in roulette foundations for a sustainable programme.
It is important to pretest to ensure concepts and messages do not disengage the audiences you want to reach. Without thorough pretesting of concepts there can sometimes be unintended consequences. Despite testing in the early stage, an electronic gaming machine sound effect was added to the television advertisements towards the end of developing Kiwi Lives Stage One. When it aired, some concerns were raised that the sound effect used could provide a trigger for some people who had gambling problems.
Subsequently this sound effect was not used in Stage Two. Adding what can seem small changes to concepts during the development stage without further pretesting can be risky. Do not make assumptions — what you may see as minor may not be the case for your target audience.
Problem gambling is a sensitive subject that many people are used to hiding from others. This needs to be considered when deciding on your research methods. For this programme it was discovered that it is best to conduct one-to-one interviews. While it is more costly than some other research methods such as focus groups, it produced more valuable insights. Problem gambling is a particularly difficult behaviour to change and the target audience may not know what would help someone in their situation.
This is why ongoing research is essential. Skip to main content. The advisory group consists of: Aims and objectives The initial goal for the programme was to: To de-normalise harmful gambling by getting society to understand and question the issues To prevent gambling-related problems in individuals and groups at risk of gambling addiction To protect vulnerable groups from gambling-related harms To reduce harm by preventing and minimising the adverse health, social and economic consequences of problem gambling for individuals, families, community and society.
The programme has been conducted in three stages, with research conducted prior to each stage.The New Zealand Health Sponsorship Council's Kiwi Lives campaign aims to prevent and reduce problem gambling and gambling harm. Delivered in stages. Gambling addiction is a big concern, and can have serious effects on their lives. That's why we at New Zealand Casinos recommend that all of our players take. TAB and sports betting rose in popularity but Kiwi gamblers spent less on the pokies last year.