MA Office of Problem Gambling Services (Asian Americans)

The gap

Casinos were on the offensive against Asian Americans. No one was playing defense.

The research

To battle against casinos targeting Asian Americans with the idea that gambling is good clean fun, we started a conversation about the real impacts of gambling in the community. We worked with community-based organizations through stakeholder interviews and focus groups in Chinese, Korean, and Vietnamese languages. 

The strategy

We positioned gambling as a negative force in people’s lives.

The creative

Our campaign, “Don’t miss out,” leveraged Asian-American values by focusing on people’s role in their families, and communities. We showed them what they miss when they lose themselves to gambling. 

The results

36 million impressions 180 QR code scans 20,500 visits to the campaign landing page