Responsible Gambling Council Plays on Online Gambling Advertising Tropes in Prevention PSA

Ontarians have experienced an onslaught of online sports betting and casino advertising since its regulation in April. With this significant uptick in exposure to online gambling, Responsible Gambling Council has partnered with thinktv and Canada’s broadcasters to launch a PSA that educates Ontarians on the importance of minimizing risk if gambling online.

“This is a time of immense change in the gambling industry and it’s important that Ontarians are getting a balanced perspective in the media,” says Elaine McDougall, director of marketing and communications, Responsible Gambling Council. “Our goal with this PSA is to ensure that anyone who participates in online gambling knows there is risk involved and how to practice safer play.”

The campaign, developed by Zulu Alpha Kilo, taps into the look and feel Ontarians now associate with online gambling advertising. This approach was taken to grab the attention of new and recreational gamblers who may not be aware of the risks involved with online gambling. Common elements that the PSA spoofs include a charismatic spokesperson, neon graphics and upbeat music, which are ultimately stripped away at the end with a call to action to visit KnowTheRisks.ca.

Brian Murray, executive creative director, Zulu Alpha Kilo, says: “We knew that this PSA ultimately needed to be about encouraging critical thinking. The concept spoofs the fantasy often depicted in these ads, then brings us back to reality to deliver that message.”

It runs until March 31, 2023 on donated TV and radio, with plans to expand its reach with organic social and a targeted paid media campaign over the coming months.