Combined Forces Special Enforcement Unit
Not Worth The Gamble
We developed an attention-grabbing public service campaign to build awareness of illegal gambling in BC.
The Challenge
Illegal gambling in BC was becoming increasingly difficult for the average person to recognize.
Many online gambling platforms actively advertise to British Columbians despite not being legal providers in the province. Others operate entirely outside regulatory oversight, exposing players to scams, fraud, and financial risk. At the same time, illegal in-person gambling operations connected to organized crime were becoming more prevalent in some communities.
The challenge was simple but significant: help people recognize the difference between legal and illegal gambling.
The Solution
Research revealed that most online gamblers weren't intentionally breaking the rules, they simply didn't understand them.
They weren't the villains in this story. They were potential victims. So, instead of lecturing or shaming players, we positioned illegal gambling operators as the problem and the gambler as someone who deserved better information and protection. Humour became a critical tool for delivering a serious message in a way that would lower defenses and encourage engagement.
The Results
During the campaign period, IGCO reported a 50% increase in illegal online gambling complaints compared to the same period the previous year and weekly complaint volume nearly doubled compared to the previous 18-month average.
The campaign dramatically exceeded expectations.
More than 18 million impressions
Over 259,000 clicks
More than 163,000 video views
Results that exceeded the campaign's highest media forecast by approximately 100%
Beyond awareness metrics, the campaign achieved its most important objective: encouraging public action. The campaign also generated meaningful engagement, including hundreds of comments, shares, and saves. An uncommon result for public awareness campaigns of this type.
