“In addition to offering new creative ideas, the Media Solutions team took the time to listen ot OPG’s needs and learn about our business”  – Terri Sue Canale, Deputy Director, CA Department of Alcohol and Drug Programs

The Challenge
Provide targeted public exposure to, and create interest in, the prevention, education, awareness and treatment of problem gambling in California.   This campaign focuses on the signs of problem gambling; effects of problem gambling on the gambler, the gambler’s family, the community; and resources available to help cope and treat problem gambling.

The Solution
Use research to effectively allocate paid media activity where the greatest impact will be realized; target sub-groups and geographic areas most affected.  Our strategy was to augment a broad reaching public awareness radio campaign with specific media e.g. Cash Sleeves in low income, Convenience Store advertising in Hispanic communities; Late Night cable to reach Young Males; Eco posters within 50 miles of areas with highest calls to the helpline.

The Results
Negotiated 67% added value or $778,598 for year one of the contract
Current help-line statistics show:

• Intake calls up 44.5% year on year
• Hispanic calls increased 67% verses prior month
• Asian population calls increased 54% verses previous year