Problem Gambling Awareness Campaign / Illinois Department of Human Services

a5 and Way Back Inn (a provider of services to help those with addictions) have been hired by the State of Illinois to create a public awareness campaign to help people with gambling issues.  The campaign includes digital advertising, TV and radio ads, collateral development, Google Ads, geofencing, social media, on-premise activation, events and experiences, PR and more.

Gambling, betting and gaming impact a significant number of Illinois residents. According to a study by HRIA, upwards of four percent of Illinoisans have a gambling issue, with another seven percent at risk. In addition to casinos, the Lottery and gaming cafes, sports betting is now legal in Illinois. Sports betting has exploded in the state, enabling people to bet on a range of sports using a cell phone.

Goals

• Raise awareness with Illinois residents that help is available for those with gambling issues.
• Educate people – especially those with gambling use disorder as well as family and friends – about the dangers of betting, gaming and gambling.
• Drive traffic to the 800 number, the web site and providers, increasing the number of people who get help in Illinois.

Key Messages

• Betting, gaming and gambling are fine and legal (for those over 21)
• Recognize the signs before you lose control and lose everything.
• When you can’t stop, lose control, and lose money/friends/family/house/etc., then help is available.

Results

• Call volume to the 800 number has increased 300% since the start of this campaign.