Between 26 January and 1 February 2015, the industry held its first ‘GambleAware Week’ with the specific objectives of increasing the uptake and awareness of voluntary set limits and educating customers about the tools available from the industry to help them control their gambling.

Throughout the week, we ran responsible gambling posters in our shop windows, provided additional education and profile-raising material inside our shops, showed ‘book end’ banners on all our William Hill UK websites and included GambleAware banners on website landing pages.

Using our customer management capability and in-house developed algorithms, we identified and contacted our most at-risk Online customers with information on our support channels and tools. We also distributed a mass email to the wider Online customer base and ran social media and online marketing campaigns to promote GambleAware Week.

We worked with the ABB to run pilot schemes in Liverpool, Eastbourne and Brighton to highlight the free counselling services available in those areas. Throughout GambleAware Week, any customer who engaged with a shop team around responsible gambling concerns or who requested self-exclusion was referred to a number of drop-in counselling support sessions hosted in those three areas.