Completed
- Visual Identity
- Graphic Design
- Copywriting
- Videography
- Website Development
- Marketing Campaign
The Problem
Mental health stigma and limited access to care have long been a challenge among BIPOC (Black, Indigenous, and People of Color) communities. This issue extends to problem gambling, which disproportionately affects these communities. The rates of gambling disorder (GD) among some BIPOC groups are double that of the general population. Yet, they’re less likely to seek help, receive a higher standard of care, or openly discuss these issues due to stigma and cultural barriers.
Evergreen Council on Problem Gambling felt a campaign to raise awareness of their services and resources available to support our BIPOC populations was timely and necessary.
The Goal
The primary goals of the Evergreen Council on Problem Gambling’s (ECPG) problem gambling awareness campaign were to:
- Raise awareness about problem gambling and reduce the stigma associated with it among BIPOC populations.
- Provide help and resources to those who need them.
- Eliminate barriers preventing BIPOC communities from accessing resources.
The Solution
STRATEGY
While organizations like the Evergreen Council on Problem Gambling offer support, BIPOC populations tend to underutilize these resources due to fear of stigmatization.
To address these stigmas, the campaign adopted a multifaceted approach:
Storytelling for Resonance: Stories that celebrated diversity without making sweeping generalizations were created. These narratives aimed to connect with individuals on a personal level.
Cultural Sensitivity: The campaign entered the conversation with humility, recognizing the need to embrace a diverse range of cultural perspectives and practices.
Inclusive Language: A glossary of terms was introduced to promote inclusivity and cultural sensitivity. By encouraging language changes – from avoiding stigmatizing labels to recognizing treatable health conditions – the campaign aimed to remove societal stigmas associated with problem gambling.
USER JOURNEY
To ensure our message resonated across cultures and languages, we embarked on a thoughtful research and development process.
Research & Development Approach
We recognized the need for a message that transcended language and cultural boundaries, speaking to individuals and their loved ones within BIPOC communities. Rather than crafting distinct messages for each individual group within our BIPOC populations, we chose a singular, powerful message we believed would be universally effective.
The Power of a Unified Message
We strongly believed in the potential of a single, impactful message that could be understood, felt, and embraced regardless of the language or cultural context in which it was encountered. This approach had the capacity to extend beyond individuals struggling with gambling and encompass a wider audience, including their loved ones, family members, and community members.
Main Messaging
Our core message was straightforward and compelling: “Help Is Here/Hope Is Here.” It encapsulated love, acceptance, and encouragement to reach out for assistance. One of the major challenges we recognized was the lack of awareness of problem gambling issues across various cultures. As a solution, we positioned our messaging as a beacon of awareness, opening the door to accessibility for both individuals and their families.
To see which message had more impact, we split tested the messaging and found that overall, “Help Is Here” resonated more.
We also secured the domain “gamblinghelpforall.com” to provide a clear, accessible path to assistance.
DIGITAL ADS
To ensure our message reached the diverse BIPOC communities effectively, we designed digital ads using people who looked like our target audiences. Our approach covered a range of demographic segments, acknowledging the unique experiences and backgrounds of different communities.
The campaign featured the following audience segments:
- Multiracial
- Native American
- Asian/Pacific/Island
- Arab
- South Asian
- Black
- Muslim
Messaging Variations
We adopted three core messages to resonate with these diverse audiences:
- Messaging A: Help Is Here
- Messaging B: Hope Is Here
- Messaging C: Help/Hope Is Here (Rotating)
These messages were strategically designed to connect with specific demographics while also appealing to a wider audience.
Campaign Details
The awareness campaign was launched across three different channels, starting on May 15, 2023, and concluding after 136 days on September 27, 2023. The results achieved were truly remarkable!
Performance Highlights
- Ads performed remarkably well with some seeing up to a 12.38% conversion rate (the average for display ads is between 0-1%).
- Ads with “Help Is Here Messaging” received an average of 8% click-through rate and an impressive 7.7% conversion rate.
- Video ads to BIPOC audiences had a 77.9% average completion rate for our target audiences, demonstrating their strong engagement.
- Video ads to Health professionals had a 75.7% average completion rate, emphasizing the effectiveness of our approach in reaching this important segment.
LANDING PAGE
After users clicked on our display ads, they were directed to a landing page designed to serve as a comprehensive resource hub. This landing page was meticulously designed to provide essential information and support for families, individuals, and mental health professionals.
The landing page served as a digital bridge between people and the valuable resources that would help them, their families, and mental health professionals make informed decisions and access much-needed assistance.
COUNSELOR TOOLKITS
We created pre-designed and meticulously curated counselor toolkits. These resources were tailored to equip mental health professionals with the necessary materials to inform themselves and assist their clients effectively.
What’s Inside
Our counselor toolkits included an array of pre-designed materials, including social media posts, informative articles, and engaging content. These resources were strategically crafted to address the unique needs of BIPOC communities, break down barriers, and foster understanding of problem gambling and its impact on mental health.
CONCLUSION
In collaboration with the Evergreen Council on Problem Gambling, M Agency undertook a mission to foster awareness, extend support, and shatter barriers within BIPOC communities. Our commitment to crafting inclusive messaging, implementing strategic digital ads, and offering valuable resources yielded exceptional results, highlighting the profound influence of culturally sensitive marketing.
If you’re looking for a marketing partner to deliver tangible impact and drive positive change, we’d love to collaborate with you!