A qualitative evaluation of a video gambling campaign among young Australians

Abstract

Gambling is an emerging public health issue within Australia, which can lead to various adverse impacts on individuals and society. Online gambling is becoming increasingly popular and is considered a high-risk environment where problem gambling is likely to occur. This rising prevalence emphasises the need for prevention and responsible gambling initiatives in Australia. C’Mon Australia Don’t Let the Game Play Ya! is a recently developed responsible gambling video campaign. The campaign focuses on online gambling and aims to promote responsible gambling messages towards young Australians, a vulnerable population at risk of gambling-related harm. This study qualitatively evaluated the campaign to gather feedback and understand whether the campaign raised awareness of gambling participation and associated risks. The sample (n = 8) was comprised of young adults in Australia, who were aged between 18 and 24 and were not required to be gamblers to participate. Semi-structured focus groups were conducted and responses were analysed using thematic analysis. Results revealed mainly positive feedback, commenting on the design elements, the messaging, and the dissemination of the campaign. The feedback highlighted likeable features of C’Mon Australia Don’t Let the Game play Ya! and provided suggestions for revisions. This study provides valuable insight to inform the development of future responsible gambling campaigns, and future research is recommended to evaluate the campaign across varying contexts, timeframes, and demographics.