Responsible Gambling Week 2017 – Campaign Briefing – 16 August 2017 1

C O N T E N T S

Introduction 3

A Shared and Consistent Approach 4

Marketing – Design and Identity 5

Marketing – Material Artworks 5

Information Points and Webinars 6

Parliamentary Reception 6

Staff Engagement 7

National PR strategy 7

Websites 8

Social Media 8

Advertising 11

Key Contacts 12

Responsible Gambling Week 2017 – Campaign Briefing – 16 August 2017 2

Introduction Responsible Gambling Week 12–18 October 2017

All sectors of the gambling industry (arcades, bingo clubs, bookmakers, casinos and online) through the Industry Group for Responsible Gabling (IGRG) have, for the first time, agreed to hold a pan-industry Responsible Gambling Week to raise awareness of responsible gambling.

The trade associations driving the week, with the support of their membership, are:

Follow consultation with stakeholders it was agreed that the inaugural national Responsible Gambling Week would run from Thursday 12th October to Wednesday 18th October 2017.

Our vision for Responsible Gambling Week is to create a conversation about responsible gambling – with customers, staff, the wider public and key stakeholders.

The key objectives of the campaign are to raise awareness of:

how to gamble responsibly

the tools that are available to help customers gamble responsibly

where to find more help and support for those who need it

This Campaign Brief provides information on RG Week, its background, objectives, who is supporting the week, and outline details of the various components of the week, including brand identity, materials, social media, PR strategy and key dates. The finer details of some elements are still being finalised and, once agreed, will be shared in the next Campaign Brief in September.

This Campaign Brief is intended for those individuals involved in planning, development and implementation of RG Week and NOT as an operational guide to be shared in its entirety with those working in more frontline roles. Trade associations and member companies may wish to take some of the headline information contained in this Brief to share key dates with operational staff. A full Responsible Gambling Week Promotional Brief will be prepared and supplied to all trade associations as a Word file for them to share with members, who are free to then adapt the core brief to accommodate organisation/sector specific aspects of RG Week and its activities and procedures.

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Shared and Consistent Approach

The IGRG will coordinate activity across the five industry trade associations, with their support and that of their members, to create a platform on which the industry can build its activities and marketing efforts for the week.

To this end, we have developed:

branding and marketing materials national PR strategy social media channels and content a range of support activity: information points, webinars, etc.

We are working closely with GambleAware and GamCare to share information about RG Week and to deliver the information points, webinars and social media activity. We are also liaising and engaging with key stakeholders, including the Gambling Commission, DCMS, Members of Parliament and local authorities.

Trade associations will liaise with members, acting as the point of contact for ALL operators in their respective sector, to ensure consistency of message within sector and to co-ordinate sector requirements and issues.

A shared and consistent approach to RG Week across the industry will maximise the efficiency and impact of the event. To this end, each participating trade association has obtained from its members a minimum commitment for promotion and activities to be undertaken for the week. The nature of the commitment varies between associations, but each is committed to:

using core branding design and messaging devised for RG Week engaging with, and supporting, RG Week social media activity encouraging members to use core branding design and messaging devised for RG

Week encouraging members to engage with, and support, RG Week social media activity promoting RG Week through their own website and communication vehicles, such as

trade publications and member bulletins avoiding all non-national RG Week PR activity in the week immediately prior to and

during RG Week and encourage members where practicable to do likewise.

Specific trade association commitments in brief are:

Association of British Bookmakers (ABB) | Full-shop window take-overs with Responsible Gambling Week collateral and leaflets in-shop

British Amusement Catering Trade Association (BACTA) | Window take-overs with Responsible Gambling Week collateral and leaflets in-shop

Bingo Association (BA) | Entrance profile banners, EBT messaging, in-club messaging (digital and paper)

National Casino Forum (NCF) | Electronic rolling signs, tea and coffee chats, business card handouts, digital signposting online

Remote Gambling Association (RGA) | Range of sector specific initiatives TBC

Marketing – Design and Identity

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To create a unified campaign and help with raising awareness, national Responsible Gambling Week has its own unique visual identity. This branding has been designed specifically for Responsible Gambling Week. The colour scheme and logos have been designed to provide a clear, strong and impactful visual identity for the campaign.

The key headline for the Week and campaign is

“Let’s Talk About Responsible Gambling”

Taking the theme of conversation, the simple speech bubble forms part of the identity:

A set of Brand Guidelines and key artworks have been created and are available to download from the Marketing Resources microsite, along with a range of artworks for core marketing materials which are addressed in the next section.

Marketing – Material Artworks Produced in accordance with the Brand Guidelines, artwork for the following items has been produced and is available online in PDF format for print items and PNG format for digital:

A1 Poster (3 versions) A5 Leaflets (2 versions) DLE Leaflets (2 versions) Staff Badge (1 version) Wide Banner (1 version) Roller Banners (3 versions) TV Screens (3 versions in landscape, 3 versions in portrait) GIFs Stills (2 versions in landscape, 2 versions in portrait) Animated GIFs (1 version in landscape, 1 version in portrait) Pop Up for Website (1 version) Infographics (5 versions) Social Media Avatar (1 version)

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In addition to the above marketing items, logos and fonts are also available on the Artwork Download microsite which can be found at: http://rgw.plmrdigital.co.uk

To access the site each user will be required to register. The site also provides details of how to obtain alternative file formats by request if needed for special production formats or items.

Some trade associations have decided to undertake production of a selected range of materials and will supply them direct to all their members; some will produce some items to support smaller operators, while agreeing for larger operators to undertake their own production and distribution, and some will not undertake production of material for members but will signpost to artwork availability.

While we want as many branded items and materials as possible on display during national Responsible Gambling Week, it is important that they all be consistent in design. In view of this we would ask you to distribute the address of the Artwork Download microsite ONLY to those who need it and appreciate fully how to deploy artwork and manage production.

Marketing Materials Planning Schedule:Agree range of materials (relevant to sector)Agree route to production – trade body or direct – secure or produce artworkReview core Campaign Promotional Brief – share with membersCampaign Promotional Brief amended as needed and shared with all StaffAll orders for digital files to be placed All orders for physical items to be placed by (check with supplier/printer)All digital items to be with relevant department/team/venueAll physical material to be delivered by location 5 OctoberAll branded material live, in venues and online 12 October

Information Points and Webinars

Working with GamCare and its partners, we will establish Information Points around the UK equipped with experienced staff and information about responsible gambling. We will work with the relevant operators, local authority and local media to ensure the Information Points are well-promoted.

There will also be daily, hour long webinars, or hosted chatrooms, where customers and the general public can engage in discussion and ask questions about how to gamble responsibly.

Full details on the Information Points and the webinars will be provided in the next Campaign Brief due out in early September.

Parliamentary Reception

There will be a Parliamentary Reception, to engage with MPs in the House, on Tuesday 17th October 2017. It will be invitation only, with invites sent to all MPs and working Lords and then business and trade association CEOs and senior executives will be invited in accordance with MPs attending.

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Staff Engagement

It is important that key staff involved in delivery and implementation of Responsible Gambling Week are kept informed and engaged in the build-up to, and during, RG Week.

The Campaign Briefs that will be shared in the coming weeks will help trade associations and operators with this task, as will the provision of button badges, venue materials and staff briefings. The opportunity to engage through venue/operators social media channels and those dedicated to Responsible Gambling Week will add to staff engagement and help drive broader engagement with friends and family of staff and customers.

National PR Strategy

An important aspect if raising awareness with all key audiences (customers, staff, industry and political stakeholders and particularly, the general public) will be securing media coverage. In order for the campaign engage at grass roots level, in communities, the focus will be predominantly on using regional media to deliver coverage nationally: we will focus on sharing the Responsible Gambling Week messages with regional print and radio media outlets, rather than focusing primarily on national media (who may wish to engage on other topics pertinent to the sector).

We are currently collecting top-line sector data from each trade association: number of locations (venues or websites), number of customers in an average week, number of staff employed, etc. These figures will help draw a picture of the scale of engagement that the week will create at a minimum. Allowing for passing traffic at high street locations, social media engagement and PR, the figure becomes one of significant scale.

Trade media, regional media and local media will be targeted with appropriate releases, the boiler plate (notes to Editors) will cover information on each trade association, that will be approved prior to release.Further details of PR activity will be shared closer to the week. Media requests may result in requests to visit a venue and/or to speak to an industry or campaign spokesperson: these requests will be handled centrally by the Responsible Gambling Week PR Team in cooperation with the relevant trade association.

A PR brief will be part of the Campaign Promotional Brief, enabling operators to provide specific instruction to their staff regarding media enquiries made directly to a venue about the week.

To ensure that RG Week and each sector remain firmly on message, we suggest that each trade association prepare, or review, an agreed standard media response sheet that can be shared with all member companies who may be approached directly for comment. We will provide messaging and standard responses on possible questions about RG Week that can be added to any sector specific media brief.

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Websites

Three websites are a key part of the Week’s messaging and activity:

rgw.plmrdigital.co.uk This is a trade/industry focused website, expressly for those organisations and businesses participating in the week who wish to access Brand Guidelines, artworks and marketing materials.

www.ResponsibleGamblingWeek.co.uk This site will go live on Monday 21st August 2017. It is a corporate and consumer facing site that provides top line information about RG Week and its aims. It also signposts consumers to where they can find information and support by linking to BeGableAware.org and also a link to the IGRG website.

www.BeGambleAware.orgThis is the key consumer-facing website address used on all national Responsible Gambling Week marketing material and will be the national website resource for consumers who have questions about or issues with gambling and need more information and advice. This site provides links to six support service providers, including the National Gambling Help Line and GamCare. There will be a site take-over for RG Week, with detailed information about all RG Week activities.

National Responsible Gambling Week is about raising awareness of how to gamble responsibly, encouraging people to talk more opening about it and highlighting where further information and help can be obtained: it is NOT about providing services.

Social Media

Social media is a good platform to engage with all target audiences (particularly customers, staff and the general public). Social media messages about Responsible Gambling Week can be shared by individual users as well as by businesses, venues and online brands.

In line with the national Responsible Gambling Week headline: Let’s talk about responsible gambling, we will be using social media platforms that are text (conversation) based rather than image led.

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Twitter: twitter.com/RGWeek2017

The campaign Twitter page is live and we ask that individuals, businesses, venues and trade associations FOLLOW @RGWeek2017 now and get ready to join the conversation.

Tweets will start on this page on Monday 11th September, one month in advance of national Responsible Gambling Week, in order to build an audience in advance of the week.

A full calendar of Tweets is being prepared and will cover the period from 11th September to 20th October. A key part of building the audience will be participation by venues, businesses and staff supporting the week and customers.

Tweet at or mention @RGWeek2017 in Tweets and we will like and re-Tweet with a name check.Hashtag: #RGWeek2017

Every trade association, business, participating venue and website brand with a Twitter page, as a minimum, should all be following this page by Monday 11th September. Please ensure that social media teams in trade associations and member businesses are aware of the campaign and are following.

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Facebook: www.facebook.com/RGWeek2017/

The Facebook page is live and we ask that individuals, businesses, venues and trade associations FOLLOW and LIKE @RGWeek2017 now and get ready to join the conversation.

Posts will start on this page on Monday 11th September, one month in advance of national Responsible Gambling Week, in order to build an audience in advance of the week.

A full calendar of Posts is being prepared and will cover the period from 11th September to 20th October. A key part of building the audience will be participation by venues, businesses and staff supporting the week and customers

Tag @RGWeek2017 in Posts and we will like and re-Post with a name check.Hashtag: #RGWeek2017

Every trade association, business, participating venue and website brand with a Facebook page, as a minimum should all be following this page by Monday 11th September. Please ensure that social media teams in trade associations and member businesses are aware of the Campaign and are following.

We will provide a further reminder of Social Media activity and joining the conversation as part of the Campaign Promotional Brief.

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Advertising

The campaign does not have budget to cover the costs of media, but can provide artwork at no charge for free or donated media space in printed and digital publications and websites.

If you wish to donate space or have space that the campaign can use free of charge please contact Francesca Dobson by email (Francesca.Dobson@plmr.co.uk), stating the publication title, size of space offered, mechanicals and artwork file format required if hi res PDF is not acceptable.

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Key Contacts

For IGRG and Responsible Gambling Week (RGWeek2017)

Deborah Roil (deborah@leisureandgaming.co.uk)

Trade Association RGWeek2017 Key Contacts:

Association of British Bookmakers (ABB): Ursula Servis (UrsulaServis@abb.uk.com)

British Amusement Catering Trade Association (BACTA): Linda Malcolm (LindaM@bacta.org.uk)

Bingo Association (BA): Steve Baldwin (steven@bingo-association.co.uk)

National Casino Forum (NCF): Tracy Damestani (tracy@nationalcasinoforum.co.uk)

Remote Gambling Association (RGA): Fiona Palmer (fpalmer@rga.eu.com)

Next Campaign Brief due: early September

Campaign Promotional Brief – core brief for operators to edit and use: early September

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