The Responsible Gambling Council launched its latest awareness campaign, “Mindfulness Before Gambling”, focusing on Ontario gamblers.
Canada.- The Responsible Gambling Council launched recently its latest awareness campaign, which main objective is to teach individuals how to safely enjoy wagering. The name of the new initiative is “Mindfulness Before Gambling”, and its focus will be on Ontario gamblers, teaching them the importance of having a plan before committing to gambling.
Targeting Ontario residents 35-55, the campaign launched last month and runs until mid-February, with video ads on YouTube, Facebook, Instagram and sports app theScore complemented by audio ads on Spotify. There is also a website at PlanBeforeYouPlay.ca.
In its campaign, the council uses three 15-second video spots that utilize symbols of mindfulness apps. The videos feature a relaxing voiceover, which is combined with soothing music and visuals, and address certain aspects of gambling-related issues. It mentions the use of alcohol or drugs while wagering, the appeal of a big game, and the lucky feeling on special occasions.
Each video comes with a voiceover that explains in a humorous way of the implications of such thoughts and actions. Also, it warns people of the dangers of consuming alcohol or drugs before the start of wagering activities, as it can influence one’s judgment. The video also warns people about the cases of feeling lucky, as it explains that all feelings are valid while gambling except for luck.
Elaine McDougall, the Responsible Gambling Council’s director of marketing and communications said: “Our goal with this campaign was to build on the concept of having a plan to promote safer play.”
“There are many different audiences to consider and contexts in which people gamble, and this series of mindfulness content helps RGC speak to them in an always-on way,” she added.
This campaign comes when the country is reporting a boom of online wagering after the legalization of single-game betting with the passage of Bill C-218, and the upcoming open iGaming market of Ontario in the upcoming months.
Also, it’s expected for online gambling to grow now the province has closed down all of its land-based casino properties, due to rise in Covid-19 cases.
“Mindfulness Before Gambling” is an initiative from the Responsible Gambling Council, with Zulu Alpha Kilo for creative, Creasenso for digital imaging, Imprint Music for audio.