6. Best ways to communicate safer gambling messages
The main emerging theme refers to ‘collaborative approach’ as respondents expressed how they believe they all need to work together with experts in the field to ‘put together a joined-up strategy’ (Participant 4). Participant 7 believes that if commercial partners and other relevant stakeholders are seen working together, the message that they know gambling is there, but they know how to protect those vulnerable is more powerful. Some respondents had different ideas with Participant 1 stating that an effective way would be to use ‘social media through athletes’ while Participant 2 said ‘a national day/week, like other messages across sport’ .
Participant 5 stated that the most effective consumer messages 'cause friction', ‘are relevant to the individual and their (mass market) behaviours’, ‘must drive action (e.g. self-reflection rather than forcing a behaviour)’ and ‘have meaning and make sense’ . It is believed that safer gambling narratives must be part of an organisation’s marketing and communications strategy especially if they engage with gambling organisations from a commercial angle. Participants expressed how this should be embedded in a club’s culture; e.g ‘it should become culturally part of life’ (Participant 2) and ‘these kind of messages should be embedded in the club’s culture’ / ‘should be lived and breathed by those at the club everyday’ (Participant 4).
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