D/B develops empowerment campaign for Arizona Division of Problem Gambling
An ongoing ad campaign, developed by Phoenix-based Advertising firm Davidson Belluso (D/B) for the Arizona Department of Gaming – Division of Problem Gambling, is highlighting the empowerment of seeking help for those facing a gambling problem.
The campaign, launched at the first of the year, included radio and television spots, print and digital ads and outdoor advertising throughout the state. The “I have power” campaign is a follow-up to 2016’s “How Much Are You Willing to Lose,” and highlights the state’s confidential 24/7 helpline, 1-800-NEXT-STEP.
“We appreciate the opportunity to once again partner with the Arizona Department of Gaming to create this campaign and deliver this message in a positive and empowering way,” said Rob Davidson, owner and head of Business Development for D/B. “Helping people learn about 1-800-NEXT-STEP and finding the resources they need is an important service for our community.”
A new phase of the campaign is in development and will expand the targeted demographic audience and the number of individual stories being presented. Planned future iterations of the campaign include a focus on seniors, veterans, millennials and professionals in the behavioral health field.
“We wanted to create a campaign that was easily expandable to all mediums and tackles different issues related to problem gambling,” said Gustavo Estrella, D/B’s associate creative director. “Above all, we needed to talk to a varied demographic as this relates to people in all walks of life.”
Arizona Department of Gaming – Division of Problem Gambling is one of the multiple state departments that has turned to D/B for awareness campaigns. Other state clients include the Arizona Department of Health, the Office of the Attorney General, the Commission for Postsecondary Education and the Arizona Department of Environmental Quality.