Arizona Department of Gaming

Davidson Belluso partnered with the Arizona Department of Gaming (ADG), Division of Problem Gambling, to expand awareness of responsible gambling. The “It’s a Fine Line” campaign educates Arizona residents about the thin boundary between responsible and problem gambling, providing resources to encourage informed decisions. The campaign leverages a multi-channel media strategy, including targeted digital ads, TV and radio placements, social media, and geo-fenced ads near casinos and sports venues. The initiative focuses on adults 21+, particularly sports bettors, a growing high-risk group in Arizona.

Marketing
Objectives

• Develop and launch a statewide digital and media campaign to raise awareness about problem gambling
• Leverage data-driven targeting to reach individuals engaged in gambling activities
• Increase visibility of 1-800-NEXT-STEP, Arizona’s problem gambling helpline
• Optimize creative assets to include TV, radio, display ads, social media, and streaming content
• Provide resources and tools to help individuals recognize and address problem gambling behaviors

It's a Fine Line :30 Video

Results

• The campaign delivered 22+ million impressions, exceeding the goal by 103%
• 0.68% CTR, demonstrating strong engagement with digital ads
• 78% year-over-year increase in calls to 24-hour helpline
• 220% year-over-year increase in helpline text conversations
• Expanded reach to sports betting audiences, an emerging high-risk group identified in the ADG study