Gambling Behaviour Change Campaign

Leicestershire County Council is seeking an experienced provider to undertake the research, co-production, development and design of a behaviour change campaign aimed at increasing awareness of and reducing gambling-related harms across Leicestershire. The requirement is for campaign development and design only. Implementation of the campaign is not included within the scope of this commission, but it is expected that the Provider will identify channels and methods for delivery.

Gambling-related harm is recognised as a public health issue with impacts extending beyond individuals to families, communities and wider society. Harms can include impacts on mental and physical health, finances, relationships, employment, housing stability, and engagement with support services. Evidence also highlights the need to increase awareness, reduce stigma, encourage earlier help-seeking and improve understanding of the harms.

Partners across Leicestershire are already working together in this space and have developed the Leicestershire Gambling Harms Health Needs Assessment (HNA) highlighting that anyone exposed to gambling products is at risk of experiencing the harms. A recommendation arising from the HNA was to produce a campaign to increase understanding and awareness of the harms associated with gambling. The Commissioner requires a Provider with proven expertise in the marketing and behaviour change field to bring together some of the initial work undertaken and identify what a local campaign would look like.

The successful Provider will conduct all research and development work to produce a campaign strategy, creative concept and campaign assets that would enable the future delivery of a campaign. The campaign should be informed by local need, grounded in evidence-based behaviour change approaches and co-produced with people within the identified target audiences and those with lived experience of gambling-related harm. The impact of stigma should also be central to this commission and the use of stigma free language and a trauma informed approach implemented throughout the process. The Provider will also be required work with the Council’s corporate Communications team.

All intellectual property developed through this contract shall belong to Leicestershire County Council.