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Friends4friends

Friends4friends is a social marketing campaign featuring advertisements in transit shelters, restaurants, bars and university newspapers, as well as on television, high-traffic websites and movie screens across the province.

This is the first social marketing campaign in Canada focused on gambling that targets young adults. It works to prevent the next generation of problem gamblers by linking young adults to resources and treatment through education. By harnessing the power of friendship, the campaign convinces friends to help each other. The ads speak to young people who believe a friend may have a problem and directs them to the interactive friends4friends website (www.friends4friends.ns.ca) where they can find out what to do and where to get help.

Developed by the Responsible Gambling Council (RGC), the campaign was first launched in Ontario in October 2005. The Nova Scotia Gaming Corporation (NSGC) sponsored the province-wide launch of the campaign in Nova Scotia in January 2006 and, after receiving positive evaluation results from the three-month pilot, re-launched the social marketing campaign in November 2006.

View the Friends4Friends ad below.

www.friends4friends.ns.ca