‘Odds Are: They Win’: a disruptive messaging innovation for challenging harmful products and practices of the gambling industry

Journal article


T. Mills, J. Grimes, E. Caddick, C.L. Jenkins, J. Evans, A. Moss, J. Wills and S. Sykes (2023). ‘Odds Are: They Win’: a disruptive messaging innovation for challenging harmful products and practices of the gambling industry. Public Health. 224, pp. 41-44. https://doi.org/10.1016/j.puhe.2023.08.009
AuthorsT. Mills, J. Grimes, E. Caddick, C.L. Jenkins, J. Evans, A. Moss, J. Wills and S. Sykes
Abstract

Objective
This paper presents an evidence informed rationale for focussing on harmful gambling products and industry practices in public health messaging through the example of a recent innovation called ‘Odds Are: They Win’.

Methods
‘Odds Are: They Win’ was initially developed through coproduction involving public health professionals and people with lived experience of gambling harms and implemented across a city-region area. A review of relevant evidence was undertaken, upon which the research team reflected to draw out the implications of ‘Odds Are: They Win’ for gambling harms messaging.

Results
Evidence is mounting that safer gambling campaigns framed in terms of individual responsibility are ineffective and can generate stigma. ‘Odds Are: They Win’ presents an alternative focus that is not anti-gambling but raises awareness of industry manipulation of the situational and structural context of gambling. This is in-keeping with historical lessons from the stop smoking field and emerging research in critical health literacy. The latter highlights the potential of education on the social and commercial determinants of health to stimulate behaviour change and collective action.

Conclusion
‘Odds Are: They Win’ is a potentially disruptive innovation for the gambling harms field. Research is required to robustly evaluate this intervention across diverse criteria, target audiences, and delivery settings.

Year2023
JournalPublic Health
Journal citation224, pp. 41-44
PublisherElsevier
ISSN1476-5616
Digital Object Identifier (DOI)https://doi.org/10.1016/j.puhe.2023.08.009
Web address (URL)https://doi.org/10.1016/j.puhe.2023.08.009
Publication dates
OnlineNov 2023
Online13 Sep 2023
Publication process dates
Accepted04 Aug 2023
Deposited14 Sep 2023
Publisher's version
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Open
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Cox, SA, Bertoux, M, Turner, JJD, Moss, AC, Locker, K and Riggs, K (2018). Aspects of alcohol use disorder affecting social cognition as assessed using the Mini Social and Emotional Assessment (mini-SEA). Drug and Alcohol Dependence. 187, pp. 165-170. https://doi.org/10.1016/j.drugalcdep.2018.03.004
Impact of lower strength alcohol labelling on consumption: A randomised controlled trial
Vasiljevic, M, Couturier, D-L, Frings, D, Moss, AC, Albery, IP and Marteau, TM (2018). Impact of lower strength alcohol labelling on consumption: A randomised controlled trial. Health Psychology. 37 (7), pp. 658-667. https://doi.org/10.1037/hea0000622
The effects of food craving and desire thinking on states of motivational challenge and threat and their physiological indices.
Frings, DJ, Eskisan, G, Caselli, G, Albery, IP, Moss, AC and Spada, MM (2018). The effects of food craving and desire thinking on states of motivational challenge and threat and their physiological indices. Eating and Weight Disorders. https://doi.org/10.1007/s40519-018-0525-y
Understanding drinking among midlife men in the United Kingdom: A systematic review of qualitative studies
Parke, H, Michalska, M, Russell, A, Moss, AC, Holdsworth, C, Ling, J and Larsen, J (2018). Understanding drinking among midlife men in the United Kingdom: A systematic review of qualitative studies. Addictive Behaviors Reports. 8, pp. 85-94. https://doi.org/10.1016/j.abrep.2018.08.001
Nurses as role models in health promotion: piloting the acceptability of a social marketing campaign.
Wills, J, Kelly, M and Frings, D (2018). Nurses as role models in health promotion: piloting the acceptability of a social marketing campaign. Journal of Advanced Nursing. 75 (2), pp. 423-431. https://doi.org/10.1111/jan.13874
Challenges and opportunities in building critical health literacy
Sykes, SM and Wills, JD (2018). Challenges and opportunities in building critical health literacy. Global Health Promotion. 25 (4), p. 2018. https://doi.org/10.1177/1757975918789352
Exploring the Economic Dimensions of Complexity: A Post-Positivist Evaluation of Diabetes Policy and Governance
Mills, T. (2017). Exploring the Economic Dimensions of Complexity: A Post-Positivist Evaluation of Diabetes Policy and Governance. "We Need to Talk About Complexity": Oxford University Talks. Green Templeton College, University of Oxford 13 - 14 Jun 2017
Should nurses be role models for healthy lifestyles? Results from a modified Delphi study.
Kelly, M, Wills, JD, Jester, R and Speller, V (2017). Should nurses be role models for healthy lifestyles? Results from a modified Delphi study. Journal of Advanced Nursing. 73 (3), pp. 665-678. https://doi.org/10.1111/jan.13173
The health literacy dyad: the contribution of future GPs in England
Wills, JD, Groene, O, Rowlands, G and Rudd, R (2017). The health literacy dyad: the contribution of future GPs in England. Education for primary care : an official publication of the Association of Course Organisers, National Association of GP Tutors, World Organisation of Family Doctors. 28 (5), pp. 274-281. https://doi.org/10.1080/14739879.2017.1327332
The Role of Community Development in Building Critical Health Literacy
Sykes, SM, Wills, JD and Popple, K (2017). The Role of Community Development in Building Critical Health Literacy. Community Development Journal. 53 (4), pp. 751-767. https://doi.org/10.1093/cdj/bsx019
Investigating the attitudes of nurses who are obese
Wills, JD and Kelly, M (2017). Investigating the attitudes of nurses who are obese. Nursing Standard. 31 (46), pp. 42-48. https://doi.org/10.7748/ns.2017.e10645
Do nurses' personal health behaviours impact on their health promotion practice: a systematic review
Kelly, M, Wills, JD and Sykes, SM (2017). Do nurses' personal health behaviours impact on their health promotion practice: a systematic review. International Journal of Nursing Studies. 76, pp. 62-77. https://doi.org/10.1016/j.ijnurstu.2017.08.008
The Science of Absent Evidence: Is there such thing as an effective responsible drinking message?
Moss, AC and Albery, IP (2017). The Science of Absent Evidence: Is there such thing as an effective responsible drinking message? Alcohol and Alcoholism. https://doi.org/10.1093/alcalc/agx070
Effect of health messages on alcohol attitudes and intentions in a sample of 16- & 17-year-old underage drinkers
Moss, AC, Evans, S and Albery, IP (2017). Effect of health messages on alcohol attitudes and intentions in a sample of 16- & 17-year-old underage drinkers. International Journal of Environmental Research and Public Health. 14 (10). https://doi.org/10.3390/ijerph14101183
Environmental context influences visual attention to responsible drinking messages
Frings, D, Moss, AC, Albery, IP, Eskisan, G, Wilcockson, TDW and Marchant, A (2017). Environmental context influences visual attention to responsible drinking messages. Alcohol and Alcoholism. https://doi.org/10.1093/alcalc/agx076
Enhancing care transitions for older people through interprofessional simulation: a mixed method evaluation
Sykes, SM, Baillie, LJ, Thomas, B, Scotter, J and Martin, F (2017). Enhancing care transitions for older people through interprofessional simulation: a mixed method evaluation. International Journal of Integrated Care. 17 (6), pp. 1-13. https://doi.org/10.5334/ijic.3055
Obesity prevalence among healthcare professionals in England: a cross-sectional study using the health survey for England
Kyle, RG, Wills, JD, Mahoney, C, Hoyle, L, Kelly, M and Atherton, IM (2017). Obesity prevalence among healthcare professionals in England: a cross-sectional study using the health survey for England. BMJ Open. 7 (12). https://doi.org/10.1136/bmjopen-2017-018498
Study protocol for a randomised controlled trial of Allen Carr’s Easyway programme versus Lambeth and Southwark NHS service for smoking cessation.
Wood, KV, Albery, IP, Moss, AC, White, S and Frings, D (2017). Study protocol for a randomised controlled trial of Allen Carr’s Easyway programme versus Lambeth and Southwark NHS service for smoking cessation. BMJ Open. 7 (12), p. e016867. https://doi.org/10.1136/bmjopen-2017-016867
Healthy universities: an example of a whole-system health-promoting setting
Newton, J, Dooris, M and Wills, JD (2016). Healthy universities: an example of a whole-system health-promoting setting. Global Health Promotion. 23 (Supp 1), pp. 57 - 65. https://doi.org/10.1177/1757975915601037
Using community development to build critical health literacy
Sykes, SM, Wills, JD and Crichton, N (2016). Using community development to build critical health literacy. 4th Health Literacy Conference - Health Literacy. Glasgow 18 Mar 2016
Good to Go: Enhancing care transfers from hospital to home for older people with complex needs.
Thomas, B, Baillie, LJ, Martin, F, Sykes, SM and Scotter, J (2016). Good to Go: Enhancing care transfers from hospital to home for older people with complex needs. 16th International Conference on Integrated Care. Barcelona, Spain 23 - 25 May 2016
Enhancing care transfers from hospital to home for older people with complex needs
Baillie, LJ, Thomas, B, Martin, F, Sykes, SM and Scotter, J (2016). Enhancing care transfers from hospital to home for older people with complex needs. 16th International Conference on Integrated Care. Barcelona, Spain 23 - 25 May 2016 London South Bank University.
Troubled, Troubling or in Trouble: The Stories of ‘Troubled Families’
Wills, JD, Whittaker, AJ, Rickard, W and Felix, C (2016). Troubled, Troubling or in Trouble: The Stories of ‘Troubled Families’. British Journal of Social Work. 47 (4), pp. 989-1006. https://doi.org/10.1093/bjsw/bcw061
Are parents identifying positive aspects to parenting their child with an intellectual disability or are they just coping? A qualitative exploration
Beighton, C and Wills, JD (2016). Are parents identifying positive aspects to parenting their child with an intellectual disability or are they just coping? A qualitative exploration. Journal of Intellectual Disabilities. https://doi.org/10.1177/1744629516656073
How is rising obesity tackled in China and Europe?
Wills, JD and Liu, T (2016). How is rising obesity tackled in China and Europe? European Journal of Oriental Medicine. 8 (3).
Exploring the Alcohol-Behaviour Link: Myopic self-enhancement in the absence of alcohol consumption as a function of past alcohol use
Moss, AC, Albery, IP and Rahman, K (2016). Exploring the Alcohol-Behaviour Link: Myopic self-enhancement in the absence of alcohol consumption as a function of past alcohol use. Addictive Behaviors Reports. 4 (Dec), pp. 37-43. https://doi.org/10.1016/j.abrep.2016.07.002
Examining the relationship between selective attentional bias for food- and body-related stimuli and purging behaviour in bulimia nervosa
Albery, IP, Wilcockson, TDW, Frings, D, Moss, AC, Caselli, G and Spada, MM (2016). Examining the relationship between selective attentional bias for food- and body-related stimuli and purging behaviour in bulimia nervosa. Appetite. 107 (Dec), pp. 208 - 212. https://doi.org/10.1016/j.appet.2016.08.006
Do Baseline Executive Functions Mediate Prospective Memory Performance under a Moderate Dose of Alcohol?
Smith-Spark, JH, Moss, AC and Dyer, K. (2016). Do Baseline Executive Functions Mediate Prospective Memory Performance under a Moderate Dose of Alcohol? Frontiers in Psychology. 7, pp. 1325 - 1325. https://doi.org/10.3389/fpsyg.2016.01325
Personality, motives and metacognitions as predictors of problematic Facebook Use in university students
Marino, C, Vieno, A, Moss, AC, Caselli, G, Nikčević, AV and Spada, MM (2016). Personality, motives and metacognitions as predictors of problematic Facebook Use in university students. Personality and Individual Differences. 101, pp. 70 - 77. https://doi.org/10.1016/j.paid.2016.05.053
Exploring the Relationship between Sexual Compulsivity and Attentional Bias to Sex-Related Words in a Cohort of Sexually Active Individuals.
Albery, IP, Lowry, J, Frings, D, Johnson, HL, Hogan, C and Moss, AC (2016). Exploring the Relationship between Sexual Compulsivity and Attentional Bias to Sex-Related Words in a Cohort of Sexually Active Individuals. European Addiction Research. 23 (1), pp. 1 - 6. https://doi.org/10.1159/000448732
What works to encourage student nurses to adopt healthier lifestyles? Findings from an intervention study.
Wills, JD and Kelly, M (2016). What works to encourage student nurses to adopt healthier lifestyles? Findings from an intervention study. Nurse Education Today. 48, pp. 180-184. https://doi.org/10.1016/j.nedt.2016.10.011
Impact of alcohol promoting and alcohol warning advertisements on alcohol consumption, affect, and implicit cognition in heavy drinking young adults: a laboratory-based randomized controlled trial
Stautz, K, Albery, IP, Frings, D, Moss, AC and Marteau, T (2016). Impact of alcohol promoting and alcohol warning advertisements on alcohol consumption, affect, and implicit cognition in heavy drinking young adults: a laboratory-based randomized controlled trial. British Journal of Health Psychology. 22 (1), pp. 128-150. https://doi.org/10.1111/bjhp.12221
Dyads experience over confidence in hand-eye coordination skills after placebo alcohol
Frings, D, Albery, IP, Rolph, K, Leczfalvy, A, Smaczny, S and Moss, AC (2016). Dyads experience over confidence in hand-eye coordination skills after placebo alcohol. Journal of Applied Social Psychology. 3 (47), pp. 148-157. https://doi.org/10.1111/jasp.12418
Testing a frequency of exposure hypothesis in attentional bias for alcohol-related stimuli amongst social drinkers
Albery, I., Sharma, D., Noyce, S., Frings, D. and Moss, A. (2015). Testing a frequency of exposure hypothesis in attentional bias for alcohol-related stimuli amongst social drinkers. Addictive Behaviors Reports. 1, pp. 68-72. https://doi.org/10.1016/j.abrep.2015.05.001
The effects of responsible drinking messages on attentional allocation and drinking behaviour.
Moss, AC, Albery, IP, Dyer, KR, Frings, D, Humphreys, K, Inkelaar, T, Harding, E and Speller, A (2015). The effects of responsible drinking messages on attentional allocation and drinking behaviour. Addictive Behaviors. 44, pp. 94 - 101. https://doi.org/10.1016/j.addbeh.2014.11.035
Neknomination': Predictors in a sample of UK university students
Moss, AC, Spada, MM, Harkin, J, Albery, IP, Rycroft, N and Nikčević, AV (2015). Neknomination': Predictors in a sample of UK university students. Addictive Behaviors Reports. 1, pp. 73 - 75. https://doi.org/10.1016/j.abrep.2015.05.003
Losing Control Again? Power and the quality of working life
Mills, T. and Overell, S. (2010). Losing Control Again? Power and the quality of working life. The Work Foundation.