GambleAware partners with LadBible Group

The partnership will involve a campaign aimed at youth on the stigma around gambling.

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GambleAware has teamed up with LadBible Group as part of a new campaign on the potential dangers of gambling. The campaign will be aimed at LadBible's youth audience demographic.

Content that is part of the campaign will include a special episode of The Gap. The episode will feature former professional footballer Paul Merson and social media personality Jack McDermott, better known as PieFace.

The Gap is a video conversation series that generally has two people from different generations or backgrounds discussing a mutual problem, such as war, mental health or addiction. 

The pair have both been vocal about their history of gambling addiction and how it has had an impact on their lives.

Other content will include a number of articles focusing on the stories of people who have experienced or been impacted by problem gambling. The series of content will have a key focus on producing honest accounts that aim to resonate with audiences.

The content will run across LadBible, SportBible, OddsBible and Tyla, running until 11 June.

Josh Akers, Head of Sport & Gaming Entertainment at LadBible Group, said: “Our research uncovered that only 1% of our audience think they have experienced problems with gambling; however, 44% of the same audience said they know at least one person who has experienced gambling harm. That is a huge gap when it comes to understanding and acceptance.

"This is what we are looking to tackle with our partnership with GambleAware. We have a deep understanding of how to engage with this younger audience and are creating content to get their attention but to also more importantly get them reflecting on the behaviours associated with a gambling problem, and where to seek help.”

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