Social Marketing and Partnerships Mary Gavranic March 2009

What we do work collaboratively with Gambler’s Help services and ethnic organisations in responding to problem gambling issues in CALD communities build links to create culturally appropriate and tailored social marketing strategies that raise awareness of gambling harm and GH services partnership projects: a key strategy

Case study: Turkish community Identify region and GH service Identify target community Partner with a representative community organisation Establish a taskforce of project partners, key service providers and community members Develop and implement a community education plan collaboratively

Community education plan building taskforce capacity community education sessions resource development information dissemination media work

Resource development: in-language poster Visually accessible and eye-catching Can be displayed at key places Importance of ‘family theme’ Culturally relevant and meaningful images Information on GH services Use of simple, clear language

Information dissemination Letter box drop: taskforce members distributed 1000 brochures in Hume area Taskforce organised information stalls at Turkish community festivals (wore traditional dress, engaged with community – banner painting, survey, etc) Poster displayed at festivals and distributed to local Turkish businesses, coffee shops, community centres and GP offices Media work (radio interviews, newspaper articles & Turkish website)

Outcomes Increase in Turkish clients accessing GH Northern Greater community awareness of gambling harm and GH services Stopping/reducing gambling among individuals involved in project Taskforce: increased understanding, knowledge and empowerment = capacity to inform and educate Appropriate strategies to inform GH work Continued work with community – addressing underlying causes of problem gambling

Key principles Collaboration social marketing strategies designed in partnership with key stakeholders Tailored strategies based on combined knowledge/expertise – ensuring relevant, targeted strategies that address needs of individual communities Community empowerment community involved in issue identification and solutions Relationships and trust capacity for future work and ongoing initiatives Sustainability involve capacity building to create community advocates