IN OVER YOUR HEAD?

800GAMBLER

  • COUNCIL OF COMPULSIVE GAMBLING

    CHALLENGE

    To heighten awareness of the dangers of gambling addiction, especially among young people.

    STRATEGY

    Leverage the 32 year history of 800 GAMBLER as an opportunity to evolve the CCGNJ brand toreflect the iconic help line that has been associated with Support, Treatment and Hope for problem gamblers.

    CREATIVE

    A scared-straight tactic that is so powerful, it’s almost hard to watch. Since our audience may not recognize the feeling of gambling over their head, we tapped into the universal fear of drowning to convey the emotion.

    RESULTS

    Our campaign has resulted in a dramatic increase in awareness and social media engagement. Through direct visits as well as links from social media channels, website views quickly increased by 25.76%, users increased by 32.81% and new users comprised 90.08% of visits. During the campaign’s launch month, Facebook total page likes increased by 200% in one week.