California launches statewide problem gambling awareness campaign
The initiative uses research-based messaging across multiple media channels and languages.
U.S.- California has launched “The Odds Don’t Have to Stay Against You,” a public awareness campaign aimed at helping people identify problem gambling and access confidential, free support. The California Department of Public Health (CDPH) launched the initiative on September 17th, with the campaign scheduled to run through July 2029.
The campaign focuses on early recognition of risky gambling behaviour and provides information about available treatment services. “Our goal is to empower people to reach out early, get connected to free help, and move towards healing and stability,” said Dr. Erica Pan, CDPH Director and State Public Health Officer.
According to the California Health Interview Survey, one in four California adults reported gambling during the previous year. Nearly 500,000 adults reported symptoms associated with problem gambling, including an inability to control gambling, financial difficulties, relationship problems and mental health issues.
Adults who reported gambling were also more likely to report behaviours associated with increased health risks, including cigarette or e-cigarette use, binge drinking and the use of substances such as non-prescription drugs, methamphetamine or heroin.
CDPH said the campaign was developed following literature reviews, interviews with stakeholders and experts, an assessment of previous campaigns, a statewide survey of nearly 1,400 people and nine focus groups involving more than 50 participants. The research included people experiencing gambling problems, those considered at risk and affected family members and friends from different California communities.
The campaign will use radio, digital advertising, social media, influencers, search advertising and targeted outdoor placements near casinos and other high-traffic locations. Materials will be available in multiple languages and use culturally responsive content to reach people experiencing gambling problems, at-risk individuals and affected families and communities.
