PlaySmart Launch

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.

Since launch we’ve gone on to develop an arsenal of activations, games and videos that highlight PlaySmart’s approach of making gambling education fun and meaningful.

Shortlisted for the 2017 Strategy Awards

  • Launch Strategy
  • Evolution Strategy: Keeping it Fresh

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