Gambling Behaviour Change Campaign
A practical guide to understanding what the buyer really wants and how to build a winning response.
The real challenge isn't just about awareness
When I read this tender, one thing stands out.
Leicestershire County Council isn't just looking for a marketing campaign.
They're looking for a change in behaviour.
That's a deeper challenge.
The contract is about developing a campaign to increase awareness and reduce gambling-related harms across Leicestershire. It's focused on research, co-production and design. Not implementation. Your work will lay the foundation for how the campaign is delivered in the future.
Think about the human impact
Gambling-related harm isn't just a statistic.
It's a lived experience.
The notice mentions impacts on mental and physical health, relationships and more. If I were evaluating bids, I'd want to see that you understand these human stories. That you're not just creating a campaign, but a connection.
Evidence over promises
If I were in your shoes, I'd focus on evidence.
Not just claims.
The Council has laid out the groundwork with their Health Needs Assessment. They've highlighted the need for a campaign. But they want it grounded in evidence-based behaviour change approaches.
Show past successes.
Include evidence like:
- Case studies from similar campaigns
- Data demonstrating impact
- Testimonials from stakeholders or participants
- Recognition or awards for previous work
Don't overlook the importance of co-production
This isn't just a box-ticking exercise.
Co-production is central here.
That means involving people with lived experience of gambling-related harm. It means working with target audiences. It means listening and embedding their insights into your design.
The buyer wants a campaign that's authentic and resonates deeply.
Pay attention to what they say
Leicestershire County Council is clear about a few things.
This campaign needs to be stigma-free and trauma-informed. These aren't just buzzwords. They're principles that should guide your approach. Reflect these in your language and your strategy.
Remember the local context
This isn't a national campaign.
It's local.
Leicestershire has its own unique needs. The Health Needs Assessment is your starting point. Use it to tailor your campaign strategy to the specific issues faced by the local community.
How you'll work with the Council
The Council's corporate Communications team isn't just there for show.
You'll need to collaborate with them closely.
If I were writing this tender, I'd outline how I'd integrate my work with theirs. How my methods align with their processes. How communication will be seamless.
Consistency over the project term
While this contract is relatively short, consistency is still crucial.
Your campaign design should maintain the same standard from start to finish. Think about how you'll ensure quality in research, concept development and asset creation. What happens if key team members are unavailable? How will you maintain momentum?
Common mistakes
Avoid submissions that:
- Lack evidence of past successes in behaviour change campaigns
- Don't address the need for stigma-free and trauma-informed approaches
- Ignore the importance of co-production with local communities
- Offer generic solutions not tailored to Leicestershire's specific needs
- Fail to outline collaboration with the Council's Communications team
- Miss the importance of grounding in the Health Needs Assessment
- Overlook the human impact of gambling-related harm
- Assume implementation is part of the contract
My Final Thoughts
Leicestershire County Council isn't just buying a campaign.
They're investing in a catalyst for change.
The contract is valued at £49,999 and runs from 9 Nov 2026 to 31 Mar 2027. Though relatively brief, it's an opportunity to make a significant impact. The Council values quality and insight over price alone. Your written submission must reflect that focus, demonstrating your expertise and understanding of the project’s deeper purpose.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.