The Impact of a Sustained Health Promotion Campaign....and Where to Go From Here

Background:  Iowa, like most states have legalized many forms of gambling in an effort to generate revenue and stop the flow of millions of dollars out of its boarders to gambling venues in other states.  There are economic benefits as well as social costs of legalized gambling.  Even though less than one percent of adults Iowans manifest a current pathological gambling disorder, the negative toll problem gambling takes on Iowa is profound.  Pathological and problem gambling are connected to many social and economic problems including substance abuse, bankruptcy, family dysfunction, crime, suicide and other mental health problems.  One in five (22%) Iowans say they have been negatively impacted by a problem gambler.  Additionally, roughly 13% of adult Iowans have experienced one or more symptoms of problem gambling in the past 12 months. 

Program background:  Since 1985 problem gambling services supported by the Iowa Department of Public Health have helped  Iowans understand the risks and responsibilities of gambling and provided treatment for those who have become a victim to this destructive disorder.  A cornerstone of the program has been a sustained social media campaign to educate Iowans of the signs and symptoms of problem gambling and the help that is available.  Key messages of the campaign 1) the 1800-Betsoff helpline is the first step to help, 2)problem gambling can have devastating consequences, 3) families in addition to the individual suffer, 4) non-judgmental help is available.  For the past several years at least two forms of media (television, billboard, radio, etc.) have been broadcast in all 99 Iowa counties. 

Evaluation Methods and Results:  In September 2011, IDPH released "Gambling Attitudes and Behaviors: A 2011 Survey of Adult Iowans" The study, conducted by the University of Northern Iowa Center for Social and Behavioral Research, provided insight to the impact of the media campaign.  Findings include:

• 90% of adult Iowans are aware of the gambling helpline 1800-Betsoff
• Approximately two-thirds of adult Iowans say they are confident they would recognize the signs that a friend or family member has a gambling problem.
• 85%  support public funding for gambling treatment
• 89% support public funding to educate young people about the risks of gambling
• 94% of Iowans say they admire the courage of people who seek help for a gambling problem. 

Conclusions:  A sustained campaign with consistent messaging has a profound impact on the attitudes and awareness of adult Iowans.  Results of the study present a state that is aware of help available and supports the need to address problem gambling. 

Implications for research and/or practice:  Establishing key messaging and using it consistently is important when wanting to reach a broad audience.  However, in the past few years pressure to change the strategy has come from two directions.  First, funding cuts to the program have significantly reduced the budget to produce and place media.  For example, IDPH is no longer able to assure two forms of media in every county.  Second, technology has changed how people access health information.  As a result a much stronger emphasis has been placed on web-based marketing strategies that reach a more targeted audience.