• Research findings

• Responsible gaming strategy recommendations• WHO: Target audience definition• HOW: Messaging strategy• WHERE: Key communication vehicles• WHAT: Creative and key success measures

• Questions

AGENDA

RESEARCH FINDINGS

Age Prevalence

18-24 8.5%

25-44 4.4%

45-64 5.1%

65+ 3.4%

RESEARCH FINDINGS: OHIO TARGET AUDIENCE

Highest propensity in Lucas and Franklin counties

• They don’t think of it as their problem• Stereotype is middle-aged men or retired

grandma

• They think they can “get back on track” more easily if they do get into trouble gambling

• College students and the straight-to-work audiences view gambling differently• Social activity vs. escape

• PSAs need to feature a younger demographic to resonate

• The younger audience would search online first before ever calling a hotline

Ohio Problem Gambling Survey Ohio 18-to-24-year-old Focus Groups

• Gambling, frequent gambling and problem gambling increase in frequency during the teen years, reach their highest level in the 20s and 30s and then falls off among individuals over 70 (Source: University at Buffalo)

• Pathological gambling begins in early adolescence for men and between the ages of 20 and 40 for women (Source: MedlinePlus)

• Problem gambling is considerably more common than alcohol dependence among U.S. adults (Source: University at Buffalo)

RESEARCH FINDINGS: NATIONAL TRENDS

STRATEGY RECOMMENDATIONS

WHO

14-17 Years Old 18-24 Years Old 25-44 Years Old 45+Years Old

Early involvement in gambling is predictive of later gambling problems. Many adult gamblers report that they started gambling when they were young. And adolescents have a higher risk for developing a gambling disorder than adults.

18-to-24-year-olds have the highest rate of problems in Ohio, at 8.5%.

18-to-44-year-olds have a 13% incidence, vs. an 8.5% incidence in those over 44.

14-20 Years Old 20-30 Years Old 30-40 Years Old 40+Years Old

PRIME PROSPECT

SECONDARY TARGET

Tertiary Target

14-18 Years Old 19-35Years Old 35-50Years Old 50+Years Old14-17 Years Old 18-24 Years Old 25-44 Years Old 45+Years Old

Demographics:• 18-24 years old• Heavy penetration in Lucas and Franklin counties• Skews male• Working adults

Insights:

• It’s not me: Middle-aged men and old women are those at risk for problem gambling

• I can get back on track: I have less to lose than those who have problems

• Needs to relate to me: feature young adults in their world

• Needs a hook to get my attention: funny, suspenseful, scary, surprising, etc.

• Is “real”: Savvy about dramatizations and want to see real consequences

• Use the Internet as the first point of contact: The brands that let them stay in control, become educated, and have choices resonated more strongly

• Use technology: consider including chat boxes, apps, texting, or facetime capability in addition to 1-800 numbers when they are ready to interact

CORE AUDIENCE DEFINITIONBehaviors:• Brand savvy• Digital savvy• Skeptical of advertising

Problem gambling isn’t my problem.

• Very little awareness of problem gambling in the 14-24 age range, even though it’s the highest-propensity segment

• Where there is awareness, there is a lack of concern about problem gambling and the ability to “get back on track” at that age

CORE AUDIENCE INSIGHT

STRATEGY RECOMMENDATIONS

HOW

PREVENTION OF PROBLEM GAMBLING VS. PREVENTION OF

GAMBLING

MESSAGING STRATEGY: TENSION

PREVENTION OF PROBLEM GAMBLING VS. PREVENTION OF

GAMBLING

MESSAGING STRATEGY: TENSION

• Consequences• Higher propensity than

alcohol• “Man in the mirror”

• It’s all fun and games until• Set a limit, stick to it• Bet with your head, not over it• Know the signs

• Leverage the tension• Use the issue to build awareness of the problem• Use responsibility to show it’s OK to do in moderation

• The One Thing:• It doesn’t look like how you think it looks.

MESSAGING STRATEGY RECOMMEDATION

STRATEGY RECOMMENDATIONS

WHERE

• TV and digital • Vehicles where we can tell a strong story to build awareness of the issue

• They don’t think it’s them, so showing a print ad of someone with a headline and a problem won’t connect

• Microsite allows for deeper engagement in the story and gives them a platform to be part of the story

• OOH• Targeted posters in key neighborhoods...not major highway bulletins• Drive intrigue and discovery of message

• Social and digital – Very savvy in the space • Share the signs• Help your friends• Interact with the message

WHERE TO CONNECT

STRATEGY RECOMMENDATIONS

WHAT

KEY MEASURES: WHAT & HOWWHAT HOW

Awareness of problem gambling among core audience

Annual study• Ad recall• Awareness of problem among

core audience

Reduction in problem gamblers Consider annual prevalence study

Advertising effectiveness TBD• Site traffic• Shares/t-shirts ordered• Earned media impressions

QUESTIONS?

THANK YOU