Maryland State Ad Agency: Problem Gambling PSA

On behalf of the client Maryland Department of Health (MDH), the Maryland State Ad Agency (MSAA) partnered with award-winning production company Smartypants, out of Brooklyn, New York, to educate the public regarding problem gambling. Problem gambling has been increasing in recent years and is now this devastating addiction is dramatically increasing with the advent of sports betting apps such as FanDuel and DraftKings.
This PSA cautions our target demographic about the dangers of gambling, especially while under the influence of drugs or alcohol and also provides information on free and confidential services to those who may need help.
The challenge for this public service announcement was to address gamblers and the subject matter without showing actual gambling or somebody winning money or chips. These images are considered “triggers” and would have the opposite of the desired effect. The spot was translated into Spanish using voice over narration. Target demographic is between 18 and 39 years of age, males 80% and females 20%. Media buys included broadcast TV, cable TV, radio, audio streaming services, social media, digital media and geo-targeted mobile media in Maryland state-wide.