Atlantic Canada Branding, Advertising and Marketing
Nova Scotia Gaming Corporation
In February 2007, the Nova Scotia Gaming Corporation (NSGC) approached Revolve to develop a province-wide responsible gambling social marketing campaign that would raise awareness about the importance of gambling responsibly. The goal: to show what responsible gambling behaviour actually looks like and to highlight the 93% of Nova Scotians who engage in that behaviour every time they choose to gamble. This is the first campaign of its kind, anywhere in the world. We're talking about pretty exciting stuff! With the vast majority of Nova Scotians actually being responsible gamblers, this campaign was about showing everyday Nova Scotians living happy, healthy lives. Apply a song, like Kenny Rogers "The Gambler", that everyone knows and loves, and you have creative that speaks to the target audience in a way that will cause them to stop, listen and actually see themselves in the ads. From television, radio and print ads, to innovative print materials, Revolve provided NSGC with a fully-integrated campaign that ensured everyone in the province would be singing the responsible gambler anthem: you gotta know when to hold em...