Investigating a Social Marketing Issue - Gambling - Coursework Example

Case Study: Investigating a social Marketing Issue (Gambling) Student Name Student Number Lecturer Date Name of the Institution Introduction Problem Gambling is an issue that is growing around the globe. It is at the rate of 0.5 to 3 percent in Europe; approximately 0.6 percent in United Kingdom and 0.7 percent in Norway. Problem gamblers in the United States are approximately 2.3 percent (Hing, 2002). While it is something that most people can enjoy, gambling can have adverse effects on both individuals and the society. Almost 500,000 people are problem gamblers or are at a risk of becoming gamblers in Australia (Australian Government, 2015). This paper will investigate gambling as a social issue by bringing together various types of information to provide a critical reflection. Social Marketing Campaigns Various social marketing campaigns have been launched to fight problem gambling in the society. The National Council of Problem Gambling (2015) has chosen the month of March as the Problem Gambling Awareness Month (PGAM). The goal of the campaign is to educate the healthcare professionals and the public about warning signs of the problem gambling, and provide hope and help availability both locally and nationally. Appendix A shows the 2015 Problem Gambling Awareness Month dubbed ‘Have the Conversation’. This is to encourage individuals to have the conversation about problem gambling. Most people gamble or at least know people who gamble and therefore can speak out in order to prevent gambling addiction. The program has been successful as different bodies have come together to create massive awareness of problem gambling. As part of National Problem Gambling Awareness Week in 2014, Midwestern Connecticut Council on Alcoholism’s (MCCA) provided free screenings for the entire month of March. It also provided free treatment to people who went to their offices in March. Such initiatives helps anyone with an addiction or a problem in gambling to take the first step in recognizing the problem as well as acknowledging it (Midwestern Connecticut Council on Alcoholism, 2014). I find the PGAM campaign very helpful and effective. However, the problem of such campaigns is that most people think they only need to take an action during that time only. They may continue gambling for the rest of the year and postpone seeking help until the following year when Problem Gambling Awareness Month resumes. Appendix B shows a World Cup anti-gambling advertisement campaign produced by National Council of Problem Gambling in Singapore. In the advert Andy a young boy tells his friend, “I hope Germany wins. My dad bet all our savings on them”. However, its goal of highlighting the dangers of problem gambling backfired when Germany scored 7 to 1 of Brazil. It was unlikely for the campaign to pay off but instead encourage gambling. The campaign was perceived as campaigning for Germany to win rather than communicating the disadvantages of gambling during the World Cup. When the young boy in the advert said he hopes Germany would win because his father bet all his money on them it needed to show more, that if they don’t win then the boy’s family will not have any money left to depend on. The Singapore’s National Council of Problem Gambling realized their mistake and replaced the original advert with a new one. Appendix C shows the updated version of the conversion between the two boys. The first boy asks Andy, “Your dad’s team won. Did you get your savings back?” Andy replies, “No, dad never stops. He wants to bet one more time”. Though this shows the behavior of an addicted gambler as never ending his gambling behavior, it still does not communicate the effects it has on Andy or family. Theories/Models of Behaviour Change Theories of behavior change try to explain why behaviours change. They present behavioural, personal and environmental characteristics as the major factors in determining behavior. Major approaches include Theory of Planned Behaviour, Theory of Reasoned Action, Social Cognitive Theory/Social Learning Theory, Health Belief Model, and Stages of Change Model among others (Brennan et al., 2014). None of the preceding health promotion or health models appears to have been applied clearly to evaluate the programmes of reducing gambling harm. One model or theory is unlikely to tackle all aspects needed to inform the development of social marketing approach that is effective to reduce the harm of gambling. However, the elements they have can be selected and assimilated to produce effective approach. For the sake of this paper only the Theory of Planned Behaviour will be discussed. Theory of Planned Behaviour The theory of Planned Behaviour evolved from the theory of Reasoned Action which intention is posited to act as the best behavior predictor. The attitudes combination towards a behavior result into intention. The theory of reasoned action was improved to theory of planned behavior by including perceived behavioural control (Ajzen, 2005). This theory has been applied to studying relations of behavioral intention, attitudes, beliefs and behaviours in healthcare, public relations, advertising and campaigns. The theory states that perceived behaviour control, subjective norms and attitude toward behavior together shape behaviours and behavioural intentions of individuals (Armitage &Christian, 2004). Based on this theory, the intention of a person to gamble which lead to gambling eventually is partially dependent on the attitude that individual has towards the behavior of gambling. Past and current gamblers have an influence on the attitude of a person towards the intention of gambling as well as behavior, thus this theory simulates the behavior of problem gamblers under the influences of other ex-gamblers or existing gamblers. Two types of patch agents are portrayed in this model: gambler agents and ex-gambler agents who represent the pathological gamblers. This model states that gambler agents will either change their behavior or remain depending with the number of existing gambler or ex-gambler agents surrounding them. However, the ex-gamblers change in gambling behavior is not stimulated by this model, but only models the pathological gamblers’s behaviour. Theory of Planned Behaviour also assumes that the pathological gambler has acquired the resources and opportunities to successfully change gambling behaviour regardless of the intention. It fails to consider other variables that influence a gambler’s motivation like mood, threat, past experience, or fear, as well as his or her behavioral intention. Though normative influences have been considered the economic or environmental factors that may influence a pathological gambler’s intention to change his or her behaviour, have not been taken into account. Perceived behaviour control was added to the theory but the theory does not explain about the actual control over behaviour. In addition, the theory does not address the time taken between “intent” and “behavioural action. Academic Journal Articles The availability of various literature on marketing, social marketing and gambling is overwhelming. This paper will focus on two articles with keywords as adolescents, gambling and marketing. The first article is by Sally Monaghan, Jeffrey Derevensky and Alyssa Sklar titled “Impact of gambling advertisements and marketing on children and adolescents: Policy recommendations to minimize harm”. The researchers’ purpose was to examine the marketing techniques currently used to promote gambling and their impact on young people. They discussed the impact of various forms of advertisements including point-of sale displays, celebrity endorsement, advertising placement in the media, and, digital adverting, and promotional products (Monaghan, Derevensky & Sklar, 2008). The researchers used various literature in their study, thereby explaining in-depth the marketing strategies used to promote gambling. The use of examples under each marketing strategy provides an easy understanding to the reader. For example, in explaining how sponsorship of sports promotes gambling the researchers have cited Betfair, the online betting site which sponsored 2005 Ashes Cricket Series. However, the researchers depended on the studies of other researchers rather than have a feel on what is actually on the ground. Policy recommendations provided to reduce gambling harm were well articulated and if implemented will provide a great impact in reduction of gambling problem. Despite this, some recommendations were not practical especially “Gambling advertisements should not be allowed to sounds of excessive spending”. This research will be helpful to the government and other bodies fighting the problem of gambling as well as researchers and students seeking information in the same area of study. Field study should be undertaken in the same area to compare the results. The second article is “Social Marketing Campaigns for Youth Gambling Prevention: Lessons Learned from Youth” by Carmen Messerlian & Jeffrey Derevensky. The aim of the researchers was to examine the use of social marketing strategy to prevent gambling amongst adolescent (Messerlian, C & Derevensky, 2006). The use of thirty focus groups to discuss the gambling issue and provide solution provided valuable and rich data for the study. The solutions and recommendations provided are: the use of real-life stories portraying negative consequences of gambling problem to appeal to the youth emotionally, and creating awareness with messages that are not judgmental. However, the researchers failed to provide in-depth literature review to support the need for undertaking the research. This study will benefit future social marketers in their campaign against gambling problems among the youth. The campaign strategies should be tested among the youth to determine its effectiveness and serve as a foundation for future campaigns.  Innovative Digital Content There are various digital content on the issue of gambling. Addictionblog.org provides useful resources on gambling problem and highlights on gambling behaviour and provides practical ways on how to prevent it or come out of it. Some of the articles on the blog include “Addiction in the family: “How to quit gambling: Alternatives for recovery” and “Online gambling effects and health” (Addictionblog.org, 2015) among others. These articles are useful for anyone who has a gambling problem or healthcare givers and family members of the pathological gamblers. The blog also has trusted helpline for people to call directly for assistance. However, the blog lacks the touch of real life experience. It should include testimonies of those who were pathological gamblers and later on overcame the problem. The New York Times has published news on gambling including archival articles and commentary. This is useful for anyone who wants to follow the trends on gambling. However, it attracts more people who want to gamble or are still gambling, but not for those who want to stop gambling. Some of the articles include “With 50-1 Bet, Casino Owner Sits Two Michigan State Wins From $1 Million” and “Casino Dream” (The New York Times, 2015). To help fight gambling problem The New York Times should publish news on the ongoing campaigns against gambling problem and successful stories on programmes implemented. BBC Three’s documentary titled “Gambling, Addiction and Me: The Real Hustler” was the most interesting piece of all content on gambling. Alexis is an expert in playing poker and feels at home when in a casino. His father was a gambling addict, who committed fraud to get money to gamble more, lived in debt, got divorced and finally ended up in prison (Gambling, Addiction and Me, 2012). Alexis filmed the documentary to help him deal with personal issues that concerned his father, as well as to provide public awareness of gambling addiction. The documentary is an eye opener to an addiction that is as serious that of alcohol and drugs. Real gambling addicts have been interviewed to create a real touch and to bring out its seriousness in terms of its effects to individuals and those close to them: unmanageable debts and betrayal that cannot be reversed easily. Alexis has not only opened the public’s eyes with his own real story but also with those whose lives are silently drowning in gambling. Conclusion Like drugs and alcohol problem the issue of gambling has lately been gaining attention. What starts as pleasure and entertainment ends up destroying the lives of individuals and those around them. At the moment gambling is everywhere: in the streets, online, and on the mobile phone among others. Schools only teach about the effects of drugs and alcohol and provide nothing on gambling. Lesson on effects on gambling should be incorporated in schools to create awareness among children and help them grow into responsible adults. Reference List Addictionblog.org 2015. Gambling, viewed 22 April 2015, http://gambling.addictionblog.org/ Australian Government 2015. The Facts. Australian Government, viewed on 22 April 2015, http://www.problemgambling.gov.au/facts/ Ajzen, I 2005, Attitudes, Personality, and Behavior. McGraw-Hill Education: United Kingdom, pp 117-126. Armitage, CJ & Christian, J 2004, Planned Behavior: The Relationship Between Human Thought and Action. Transaction Publishers Brennan, L, Binney, W, Parker, L, Aleti, Torgeir & Nguyen, D 2014, Social Marketing and Behaviour Change: Models, Theory and Applications. Edward Elgar Publishing: United Kingdom. Gambling, Addiction and Me: The Real Hustler 2012, DVD, BBC Three. Directed by Iain Scollay, viewed 22 April, 2015, http://www.bbc.co.uk/programmes/b01dk5s7 Hing, N 2002, 'The emergence of problem gambling as a corporate social issue in Australia', International Gambling Studies, vol. 2, no. 1, pp. 101-122 Messerlian, C & Derevensky, J 2006, Social Marketing Campaigns for Youth Gambling Prevention: Lessons Learned from Youth. International Journal of Mental Health Addiction, vol 4, pp 294-306 Midwestern Connecticut Council on Alcoholism 2014. March is National Problem Gambling Awareness Month, viewed 22 April 2015, http://mccaonline.com/march-national-problem-gambling-awareness-month/ Monaghan, S., Derevensky, J & Sklar, A 2008, Impact of gambling advertisements and marketing on children and adolescents: Policy recommendations to minimise harm. Journal of Gambling Issues, Issue 22, pp. 252-274. The New York Times 2015. Gambling, viewed 22 April 2015, http://topics.nytimes.com/top/reference/timestopics/subjects/g/gambling/index.html The National Council of Problem Gambling (2015). Problem Gambling Awareness Month, viewed on 22 April 2015, http://www.ncpgambling.org/programs-resources/programs/awareness-month/ Appendices Appendix A Appendix B Appendix C Appendix D Appendix C Read More