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OREGON LOTTERY RECEIVES INTERNATIONAL RESPONSIBLE GAMBLING AWARD
November 3, 2011
Last week at the North American Association of State and Provincial Lotteries (NASPL) annual conference in Indianapolis, the Oregon Lottery received the Best Coordinated Responsible Gambling Campaign award. The Lottery’s entry was selected from entries submitted by U.S. and Canadian lotteries and judged by an international panel of problem gambling experts.
The ad campaign is part of the Oregon Lottery®’s ongoing public outreach program to educate Oregonians about the free treatment available for anyone with a gambling problem and to encourage those in need to seek treatment. “We are proud to receive this recognition and pleased that NASPL has added a responsible gambling category to their annual awards program so that member lotteries can learn from each other in this important area,” said Oregon Lottery Assistant Director for Marketing Carole Hardy.
The campaign, entitled “Powder Room,” features a 30-second TV ad created and produced for the Oregon Lottery by Brightwater Entertainment of Portland. According to Brightwater Creative Director, Julie Livingston, they wanted the ad to normalize treatment and recovery while illustrating that it’s okay to reach out for help. “We wanted to create a believable situation that would ring true for viewers,” said Livingston, “a condensed personal story that offers a snapshot of life after gambling as well as reassurance that free, confidential help is available.”
Dr. Jeff Marotta, a nationally-recognized problem gambling expert and educator, served as consultant to the Oregon Lottery in the creation of the ad. “Problem gamblers, as a clinical group, have notoriously low treatment-seeking rates,” said Marotta. “Many do not seek treatment because they don’t want to believe their gambling is a problem, are too ashamed or because they don’t think of treatment as a possible solution.” According to Marotta, “The ‘Powder Room’ ad addresses all these barriers. It delivers education about problem gambling, provides a hopeful message, normalizes treatment and recovery and models help seeking for those who may be reluctant to reach out. Doing so much in a 30-second ad is an accomplishment deserving of award recognition.”
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