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Is Gambling Help Online attracting a new cohort of treatment seekers?


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Ms Simone Rodda, Coordinator, Gambling Programs (including Gambling Help Online), Turning Point

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Is Gambling Help Online attracting a new cohort of treatment seekers?

  1. 1. Ms Simone Rodda Coordinator, Gambling Programs (including Gambling Help Online) Turning Point
  2. 2. Gambling Help Online is an initiative of the Ministerial Council on Gambling (MCG) and is funded as part of an agreement between all State and Territory Governments and the Australian Government Is Gambling Help Online attracting a new cohort of treatment seekers? Simone Rodda May 2011
  3. 3. <ul><li>Acknowledgements </li></ul><ul><li>Mr Orson Rapose (Systems Manager, Turning Point) </li></ul><ul><li>Dr Nicki Dowling (PGRTC, Melbourne University) </li></ul><ul><li>Prof Alun Jackson (PGRTC, Melbourne University) </li></ul><ul><li>Prof Dan Lubman (Director Turning Point & Professor of Addiction Studies, Monash University) </li></ul><ul><li>Ms Val Markovska (Gambling Project Officer, Turning Point) </li></ul>
  4. 4. Turning Point Telephone and online services <ul><li>Gambling Helpline services </li></ul><ul><li>Gambler’s Help Line (Victoria) </li></ul><ul><ul><li>Appointment based short term counselling program for gamblers (Victoria) </li></ul></ul><ul><li>Gambling Helpline (Queensland) </li></ul><ul><li>Gambling Helpline (Tasmania) </li></ul><ul><li>Gambling Helpline (Northern Territory) </li></ul><ul><li>Alcohol and Drug Helpline services </li></ul><ul><li>DirectLine (Victoria)* </li></ul><ul><li>Drug Diversion Line (Victoria)* </li></ul><ul><li>Disposal Helpline (Victoria)* </li></ul><ul><li>Family Drug Helpline (Victoria) </li></ul><ul><li>YSAS Line (Victoria) </li></ul><ul><li>ADIS (Tasmania) </li></ul><ul><li>ADIS (Northern Territory) </li></ul><ul><li>Online counselling and support </li></ul><ul><li>CounsellingOnline (national) </li></ul><ul><li>Just Ask Us (national) </li></ul><ul><li>Gambling Help Online (national) </li></ul><ul><li>Professional Consultation Services </li></ul><ul><li>DACAS (Victoria)* </li></ul><ul><li>DACAS (Tasmania) </li></ul><ul><li>DACAS (Northern Territory) </li></ul>
  5. 5. <ul><li>E-counselling generally involves the provision of advice and support via textual communications relayed back and forth between a therapist and consumer, usually in real time… it (usually) mimics the face-to-face supportive counselling approach for assistance with generic psychological issues. </li></ul><ul><li>Abbott, J.M., B. Klein, and L. Ciechomski (2008) </li></ul>
  6. 6. Program objectives <ul><li>Attract a new cohort of clients who may not otherwise access face-to-face services </li></ul><ul><li>Extend the availability of counselling and support by addressing issues around remoteness, anonymity and after-hours availability </li></ul>
  7. 7. <ul><ul><li>Websites </li></ul></ul><ul><ul><li>Service sector </li></ul></ul><ul><ul><li>Exclusions </li></ul></ul><ul><ul><li>Referral </li></ul></ul>State Information <ul><ul><li>Risk </li></ul></ul><ul><ul><li>Money </li></ul></ul><ul><ul><li>Cognitions </li></ul></ul><ul><ul><li>Signs </li></ul></ul><ul><ul><li>Readiness </li></ul></ul><ul><ul><li>Strategies </li></ul></ul><ul><ul><li>Helping others </li></ul></ul>Introductory content
  8. 8. <ul><ul><li>Anytime, anywhere </li></ul></ul><ul><ul><li>24/7 text based counselling </li></ul></ul>Live Counselling <ul><ul><li>Q&A </li></ul></ul><ul><ul><li>Tell someone </li></ul></ul><ul><ul><li>Self-directed </li></ul></ul>Email Support
  9. 9. Are there particular sports that you follow? Making which ever sport I was watching a lot more meaningful and also the rush you get from winning What did you originally enjoy about the gambling? To start with I just bet on Australian sports then I found the online sports gambling forums and started betting USA sports. I almost bet $400 on baseball 5 minutes before I logged on here. 10:15 AM 10:09 AM 10:12 AM 10:06 AM
  10. 10. Gambling Help Online : Contacts across services (Sept 09-Mar 11) <ul><li>Since the launch on 31/8/09: </li></ul><ul><li>Gambling Help Online website been visited 45,767 times by 36950 Visitors </li></ul><ul><li>Provided counselling to 1,663 via live chat </li></ul><ul><ul><li>Gamblers, CSO, Professionals, Students, Venues </li></ul></ul><ul><li>Provided support to 304 via email </li></ul><ul><ul><li>Generated 1072 contacts between counsellor and client </li></ul></ul>
  11. 11. Gambling Help Online Live Counselling - Chat (Sept 09-Mar 11) <ul><li>Average contact duration was 42 minutes </li></ul><ul><li>Sixty-one per cent accessed anonymously </li></ul><ul><li>Metro (79%) Rural (21%) </li></ul><ul><li>Most contacts received after hours </li></ul><ul><ul><li>9am-5pm – 30.8% </li></ul></ul><ul><ul><li>5pm-9pm – 43.8% </li></ul></ul><ul><ul><li>Weekends – 25.4% </li></ul></ul>
  12. 12. Client contact – time of day; Chat vs Victorian GHL ( July 10-Mar 11 )
  13. 13. Website activity (Sept 09-Mar 11) <ul><li>The average page views were four pages per visit </li></ul><ul><li>Average time on site of 4 minutes and 20 seconds </li></ul>Page viewed Number Home page 30912 Anonymous counselling 10462 Online counselling - landing page 8612 Gambling calculator 4721 Risk assessment 2990 How the pokies work 2446 Dispelling myths 2222
  14. 14. GHO visitor location by IP address (source: google analytics)
  15. 15. GHO page views by time of day (Sept 09 - May 11)
  16. 16. <ul><li>A stop-smoking telephone help line that nobody called: The importance of marketing. </li></ul><ul><li>Glasgow et al., 2003 </li></ul>
  17. 17. Gambling Help Online
  18. 18. National Communications Plan <ul><li>The Gambling Help Online National Communications Plan was developed in consultation with all jurisdictions in early 2010. </li></ul><ul><li>It aimed to raise awareness of the new service and drive traffic to the site. </li></ul><ul><li>It identified two primary audiences: </li></ul><ul><ul><li>Problem gamblers and their significant others (family and friends) </li></ul></ul><ul><ul><li>Referring health professionals. </li></ul></ul><ul><ul><li>*The gaming industry is also targeted through jurisdictional stakeholder relations </li></ul></ul><ul><li>The Communications Plan provides a four-tiered framework to promoting the service: </li></ul><ul><ul><li>Targeted one-off national promotion, </li></ul></ul><ul><ul><li>Activities as part of the agreement with Turning Point, </li></ul></ul><ul><ul><li>Jurisdictional responsibilities, and </li></ul></ul><ul><ul><li>Longer term maintenance activities. </li></ul></ul>
  19. 19. Targeted one-off national promotion <ul><li>The Gambling Help Online National Campaign built on Victoria’s existing strategy and the key messages already in the marketplace. </li></ul><ul><li>Advertising was undertaken between April and August 2010. </li></ul><ul><li>This media buy included online advertising on four websites (Bigpond Sports, Ninemsn Sports, Facebook and Ebay) as well as in electronic newsletters of professional body publications such as the Royal Australian College of General Practitioners (RACGP) and the Australian Association of Social Workers (AASW). </li></ul><ul><li>Over 2 million impressions were served to 872,738 unique users with each unique user having the chance to see the ad at least twice. </li></ul>
  20. 20. Online advertising
  21. 21. Professional body publications <ul><li>In addition to the online advertising, advertising was undertaken in 42 professional body publications including but not limited to: </li></ul><ul><ul><li>Inpsych - National Bulletin - Counselling Australia </li></ul></ul><ul><ul><li>Club News - Club Link - Club Insight </li></ul></ul>
  22. 22. In-gaming venue advertising <ul><li>In Victoria, we also placed creative in bathrooms of gaming venues. This included making take away cards available. </li></ul>In-gaming advertising appeared between Feb - July 2010 and Nov 2010 to Feb 2011 In excess of 597,637 of these cards have been picked up by people in gaming venues.
  23. 23. Ongoing promotion <ul><li>Gambling Help Online continues to be promoted through all Victorian problem gambling advertising. </li></ul><ul><li>This means this is included on all television advertising, press advertising and online advertising. </li></ul><ul><li>We continue to target advertising to each audience by reviewing segmentation research (which provides an understanding of demographics, gambling behaviour, etc), media consumption information (provided by our media agency). </li></ul><ul><li>With our online advertising, we review what sites our target audiences are using (e.g. Ebay, Facebook), we ensure advertising is featured on sporting sites at key times (e.g. AFL), we target Victorian users of international gambling sites, we undertake in app advertising (e.g. Footy Tips), we target Victorians that have signed up to gambling mailing lists and we undertake search engine marketing. </li></ul>
  24. 24. <ul><li>Who is using this service? </li></ul>
  25. 25. <ul><ul><li>Gamblers using chat are more often: </li></ul></ul><ul><ul><li>Male (58%) </li></ul></ul><ul><ul><ul><li>Higher proportion of males from NSW (69%) *** </li></ul></ul></ul><ul><ul><ul><li>Lower proportion of males from QLD (41%) *** </li></ul></ul></ul><ul><li>Aged under 30 (44 percent) </li></ul><ul><ul><ul><li>Higher proportion under 30 from NSW (52%) ** </li></ul></ul></ul><ul><ul><ul><li>Higher proportion between 30-39 from VIC (31%) ** </li></ul></ul></ul><ul><ul><ul><li>Higher proportion over 50 from QLD (24%) *** </li></ul></ul></ul>Gambler Profile: n=700 Online counselling (Chat) ** p <.01, *** p <.001
  26. 26. Gambler Profile: Age by Gender (Chat) *** *** p <.001 *** ***
  27. 27. <ul><li>Gamblers using chat are more often: </li></ul><ul><li>Gambling on EGM’s (70%) </li></ul><ul><ul><li>Higher proportion of wagering from Victoria ** & WA a </li></ul></ul><ul><li>Australian (69%) </li></ul><ul><ul><li>Higher proportion of Asian background from NSW *** </li></ul></ul><ul><li>Problem gamblers (PGSI: M =21.4, SD =4.2) </li></ul><ul><ul><li>Females significantly higher than males* </li></ul></ul><ul><li>Contacting evenings (46%) and weekends (25%) </li></ul><ul><ul><li>Higher proportion of over 50’s during BH* </li></ul></ul>Gambler Profile: n=700 Online counselling (Chat) * p <.05, ** p <.01, *** p <.001, a sample not sufficient for sig test
  28. 28. Gambler Profile: Email Support ( n =120) <ul><li>Gamblers using Email are more often: </li></ul><ul><li>Female (53%) </li></ul><ul><ul><li>Higher proportion of females using email compared with Chat* </li></ul></ul><ul><li>Even distribution across age groups </li></ul><ul><ul><li>Higher proportion males aged <30 ** & 30-39 * </li></ul></ul><ul><ul><li>Higher proportion females aged 40-49 * & >50 *** </li></ul></ul>* p <.05, ** p <.01, *** p <.001
  29. 29. Gambler Profile: Age by Gender (Email Support) * * *** * p <.05, ** p <.01, *** p <.001
  30. 30. Gambler Profile: Email Support ( n =120) <ul><li>Gamblers using Email are more often: </li></ul><ul><li>Gambling on EGM’s (72%) </li></ul><ul><li>Australian (68%) </li></ul><ul><ul><li>Higher proportion of Asian background NSW* </li></ul></ul><ul><li>Problem Gamblers (PGSI: M =20.6, SD =4.7) </li></ul><ul><ul><li>No difference by age or gender </li></ul></ul>* p <.05
  31. 31. <ul><li>Are we attracting a new cohort of gamblers seeking support? </li></ul>
  32. 32. Live chat treatment seeking status – Gamblers only (n=458)
  33. 33. Current and previous treatment seeking behaviour (n=148)
  34. 34. New treatment seekers: Age by Gender (n=319) *** * p <.05, ** p <.01, *** p <.001 ***
  35. 35. Duration of gambling problem (n=434)
  36. 36. Average PGSI by whether sought treatment before (n=448) * p <.05, ** p <.01, *** p <.001 ***
  37. 37. Readiness to Change short screen (adapted from Miller & Rollnick, 2002) <ul><li>How important is it for you that you limit/stop your gambling? On a scale of 0 to 10, where 0 is not at all important, and 10 is extremely important, where would you say you are? </li></ul><ul><li>How confident are you that you could deal with an unexpected urge to gamble? </li></ul><ul><li>Where does limiting/stopping gambling fit on your list of priorities? </li></ul>
  38. 38. Readiness and confidence to change gambling behaviour (n=446) * p <.05, ** p <.01, *** p <.001 *** *
  39. 39. Pre-post change in readiness, confidence and distress (n=87) * p <.05, ** p <.01, *** p <.001 *** ***
  40. 40. Level of distress by self-identified ethnicity (UN categories); (n=501)
  41. 41. Why choosing online? New treatment seekers <ul><li>Online is accessible and isn't too shocking to begin with. Embarrassed about the problem, I like the anonymity of online for the moment </li></ul><ul><li>(Male, 25-29, Metro NSW) </li></ul><ul><ul><li>it was a decision that I was comfortable to do as it is my first time to do anything about the gambling problem that has affected me for 10 years </li></ul></ul><ul><ul><li>(female, 44-45 regional QLD) </li></ul></ul><ul><li>A sense of anonymous. Convenience also </li></ul><ul><li>(Male, 30-34, Indigenous) </li></ul>
  42. 42. Why choosing online? Previous treatment seekers <ul><li>I needed to talk to someone about places to go for face to face help </li></ul><ul><li>(Female, 20-24, EGM, chat from this site) </li></ul><ul><li>I felt more comfortable and relaxed as I was able to have some time to give thought to where I was having a problem. Sometimes when I am face to face with a person my thoughts tend to vanish </li></ul><ul><li>(female, 45-49, EGM, Vic metro, face-to-face) </li></ul>
  43. 43. <ul><li>Are we attracting a new cohort of family and friends seeking support? </li></ul>
  44. 44. Relationship to gambler, by gender Women (n=289) Men (n=332) Total (n=621) n % n % n % Self 201 69.6% 315 94.9% 516 83.1% Partner 63 21.7% 3 0.9% 66 10.6% Son/Daughter 13 4.5% 5 1.5% 18 2.9% Parent 6 2.1% 2 0.6% 8 1.3% Sibling 4 1.4% 5 1.5% 9 1.4% Friend 2 0.7% 2 0.6% 4 0.6%
  45. 45. Treatment seeking experiences: Significant Others (n=96)
  46. 46. The Problem Gambling Significant Other Impact Scale (PG-SOIS) <ul><li>  </li></ul><ul><li>Have you or your family experienced f inancial hardship as a result of the other person’s gambling? </li></ul><ul><li>Have you experienced feelings of sadness, anxiety, stress or anger due to the other person’s gambling? </li></ul><ul><li>Has the quality of your relationship with the other person been affected by his/her gambling? </li></ul><ul><li>Has your or your family’s social life been affected by the other person’s gambling? </li></ul><ul><li>Has your ability to work or study been affected by the other person’s gambling? </li></ul><ul><li>Has your physical health been affected by the other person’s gambling? </li></ul>
  47. 47. Impact of gambling on significant other (measured by PG-SOIS, n=96)
  48. 48. Why choosing online? Significant others accessing support <ul><li>Easy to access without interruption or questioning from anyone around (Female partner 30-34, ACT) </li></ul><ul><li>If you are comfortable with online communication, it is less confronting than actually talking to someone. </li></ul><ul><li>(Male partner 40-45, regional Vic) </li></ul>
  49. 49. <ul><li>Is online help seeking a client preference? </li></ul>
  50. 50. Preferred method of help seeking: age by gender (n=87)
  51. 51. Client help seeking preferences: Who prefers online? (n=87) * p <.05, ** p <.01, *** p <.001 *
  52. 52. Why clients would recommend the service? <ul><li>Because it helped me (24 comments) </li></ul><ul><li>It’s a good place to start, an easy first step (16 comments) </li></ul><ul><li>It’s confidential, you can be anonymous (15 comments) </li></ul><ul><li>You can talk to someone immediately (5 comments) </li></ul><ul><li>It helps you be honest about your problem (7 comments) </li></ul><ul><li>It’s convenient, easy to access, easy to use (5 comments) </li></ul><ul><li>Good way of learning about resources, other ways of finding help (4 comments) </li></ul><ul><li>You can write or say what you think freely (4 comments) </li></ul><ul><li>You can transition to face to face if you need to (3 comments) </li></ul><ul><li>You can go at your own pace (1 comment) </li></ul>
  53. 53. <ul><li>How do we engage another 10% of website visitors in an intervention? </li></ul>
  54. 54. Emerging trends Personalised feedback
  55. 55. Emerging trends Forums and message boards
  56. 56. Emerging trends Peer-to-peer moderated
  57. 57. Emerging trends Mobile phone integration
  58. 58. Emerging trends Self-guided modules
  59. 60. <ul><li> </li></ul>
  60. 61. <ul><li>Easy to use in comfort of home, safe, less confrontational </li></ul><ul><li>(Female, 25-29, EGM’s, Metro Vic) </li></ul><ul><li> </li></ul>
  61. 62. Significant Other Profile: Chat and Email ( n =157) <ul><li>Approximately 16% of online clients are Significant Others. They are more often: </li></ul><ul><li>Female (73%) </li></ul><ul><ul><li>Higher proportion than chat** </li></ul></ul><ul><li>Aged <30 (47%) </li></ul><ul><li>Concerned about EGM gambling (66%) </li></ul><ul><ul><li>18/20 partners using email for EGM concerns a </li></ul></ul><ul><li>Contacting during business hours </li></ul>** p <.01, a sample not sufficient for sig test