Social marketing strategies for stigmatized target populations: A case example for problem gamblers and family members of problem gamblers

Abstract

Advertising theory and accompanying research literature are in their infancy when it comes to advertising services to stigmatized populations. We know very little about what messages will impact potential clients of services and what messages could even be harmful to potential clients and to society's shaping of social issues. The purpose of this qualitative study was to examine the views of problem gamblers and family members of problem gamblers in developing 10 foot by 20 foot billboards to promote a local problem gambling service. Participants identified issues such as photographs of money being a trigger to gamble, guilt and shame being emotions that would turn them off of the advertisement, and a fear of the advertisement leading to a scam or hoax. More research and theory development on stigmatized populations is necessary to better promote services to stigmatized populations and to avoid contributing negatively to social issues. © 2013: Kimberly A. Calderwood, William J. Wellington, and Nova Southeastern University.