winning.work

Client:

Agency (including in-house):

Pollinate

Description: A brief description of this work and the creative idea:

As part of their paid media efforts, the Oregon Lottery dedicates funding to support awareness of the Oregon Problem Gambling Resource (OPGR). This organization provides tools and resources to support those who may be struggling with gambling to identify and address these behaviors by connecting them with free, confidential help.

The Brief: What were the main challenges? What were the key objectives? :

CAMPAIGN GOAL:

At any given time, 3-7% of Oregonians struggle with problems surrounding their gambling habits. This campaign encourages people to access free, confidential, and effective support and treatment.

CHALLENGE:

Effectively and efficiently reaching Oregonians who struggle with disordered gambling, encouraging them to seek help, and following through.

MEDIA OBJECTIVES:

Support ad engagement and deliver qualified traffic to opgr.org and 1-877-MYLIMIT.
Create focused awareness of the problem gambling message communicating that help is free, confidential and effective.

Solution + Results: How did you solve the brief? What were the top three results?:

Campaign optimizations and agency recommended UX changes led to a 3x increase in conversions (people who sought help)
Tested a new message strategy, resulting in increased engagement and conversions
Campaign generated 94% of overall site traffic
Agency negotiated 698 PSA radio spots airing across the state at no cost (value $10K+)

(see attached deck for charts)

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

No regional context to note.

AI Usage: Was any AI used in this project?:

AI was not utilized in the execution of this campaign.

Trigger Warning:

2024 Cascadia Creative Awards

Problem Gambling Awareness Campaign