The Nova Scotia Gaming Corporation (NSGC) recently re-launched an awareness campaign aimed at those who have the highest risk of developing a gambling problem: young adults. This is the second time the Corporation has sponsored the friends4friends campaign and to generate interest, the campaign was front and centre at the Atlantic University Sport football final held at Acadia University on November 11^th.

 

The much-anticipated game between the Acadia Axemen and Saint Mary’s Huskies drew close to 5,000 fans. Walking around with mobile TV screens strapped to their chests, members of the friends4friends “street team” could be seen weaving through the crowd. Continually running the campaign’s popular TV ad on their screens, the team handed out 1,000 cups of hot chocolate to appreciative fans. 

 

“Building on the momentum of the campaign’s pilot run last winter, NSGC is now using even more creative ways to get this important message out,” said Marie Mullally, President and CEO of the Nova Scotia Gaming Corporation.

 

“By using non-traditional approaches, such as having a visible presence at sporting events and directly interacting with students, we are attempting to cut through the clutter and more effectively reach the target audience. The goal is to further increase awareness and retention of the campaign’s messages.”

 

The campaign works to prevent gambling problems before they start by asking young people to look out for each other. By harnessing the power of friendship, it encourages young adults to think twice about the risks of gambling and links them to treatment resources.

 

Zach Dayler, Acadia Students’ Union President says there’s a definite need for awareness campaigns like friends4friends because gambling, especially poker, has become a mainstream activity for many young people.

 

“Gambling has become so glamorized on TV that the possibility of ‘winning big’ is a definite draw for some students. It’s easy to get wrapped up in the fun and excitement. Combined with the rising cost of education and increasing student debt, some students are drawn to what is perceived as a quick and easy solution. Because of this, it’s important to know about the risks and possible consequences of your actions,” he said.

 

The $200,000 multi-media campaign will feature ads in university newspapers, restaurants, campus pubs, hockey arenas and bus shelters, as well as on television and at movie theatres across the Province until March 2007. The ads direct young people to an interactive website, friends4friends.ns.ca, where they can find more information about how to identify the signs of a problem and how to help a friend who needs assistance.

 

 

They are designed to raise awareness about the risks of gambling and specifically target friends of gamblers by ensuring they know where to get help if they are worried about a friend’s gambling behavior. According to the campaign’s pilot evaluation results, the messages of the ads are definitely being heard.

 

“The advertisement is saying that it's easy to get lost in the shuffle of gambling and people don't realize how overwhelming it can be,” said one survey respondent, while another identified the message of the ad as being “about warning signs and paying attention to people around you so that they don't get too far into a gambling problem before they get help.”

 

Of the young adults surveyed, 73 per cent agreed the friends4friends ads made them think twice about the consequences of gambling and 95 per cent supported the ads’ messages.

 

 

 

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