Nobody wants to learn about “responsible gambling”. It’s boring. That’s a problem for an industry required to meaningfully address problem gambling while selling a product that contributes to it.
PlaySmart is Ontario’s solution to that problem. It’s a responsible gambling brand and program that supports the play experience – instead of wagging a finger at it. I supported the launch of PlaySmart through brand development, strategic planning, and content development. Working with our agencies and internal partners, we developed media across radio, print, digital, social, and POS at gaming sites and retail.
Shortlisted for the 2017 Strategy Awards
- Launch Strategy
- Evolution Strategy: Keeping it Fresh