Massachusetts Office of Problem Gambling Services
24.8Mimpressions, incl. 12.4M added value
- Industry
- Government
- Geography
- Massachusetts — statewide
The Challenge
Legalized gambling keeps getting more accessible and youth exposure keeps rising. The problem was where to put a prevention message so it felt natural to a parent rather than clinical.
The Audience
Parents and guardians, youth and teens, and the teachers, administrators and youth-activity leaders around them.
The Strategy
Reach adults inside their everyday routine, in family-friendly venues, with signage sited where families already congregate — prompting a conversation at home rather than delivering a warning.
The Solution
A custom family-focused network of 52 grocers and 148 community venues — over 150 sites in total — carrying self-standing banners.
Execution
A sixteen-week run: eight weeks paid plus eight weeks of added value across the full network.
Results
24.8 million total impressions, of which 12.4 million were added value, representing $130,000 in added-value cost to the client.
What We Learned
Reaching parents where they shop, learn and take part in community life delivered prevention messaging in environments already built on trust — encouraging conversations before habits formed rather than after.
“I appreciated seeing information that spoke directly to parents. It showed me that prevention really starts with awareness.”
More work.
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