N-tersections planned the Florida Council on Compulsive Gambling’s $1 million public awareness budget for over five years across multiple platforms. Year after year, N-tersections brought additional value to the program in the form of bonus media placements of in excess of 100% of the dollar investment. Fiscal year 2009, the campaign achieved over 100 million impressions statewide, contributing to a 12% increase in calls to the 888-ADMIT-IT HelpLine from the previous year. In addition to traditional media, N-tersections implemented new programs including an out-of-home media campaign targeting Broward County sports bars near racinos displaying advertisements in restrooms. N-tersections valuable partnerships with the gaming industry provided messaging on closed circuit television, racing programs, and web sites.

Over 750,000 Floridians suffer with gambling difficulties. For each problem gambler, 8-10 others are adversely affected. It is impossible for the FCCG to impact the state without the support of other organizations and industries. N-tersections identified partners including substance and mental health practitioners, university peer assistance programs, employee assistance programs, and medical doctors as vital stakeholders in efforts to abate gambling addiction. Materials were developed to speak specifically to the audiences encountered by our partners.

In observance of Problem Gambling Awareness Week, N-tersections developed a grassroots movement, Lights On Problem Gambling. The primary objective was to shine light on what is often referred to as the “hidden disease,” thus revealing the signs and underlying issues manifesting from gambling addiction. Three participant groups were identified: the Gaming Industry, Media, and the General Public. A list of recommended activities was provided to each group suggesting ways in which they could get involved.

Large gaming organizations such as Florida Lottery, Gulfstream Park, Isle of Capri, Mardi Gras, and Seminole Hard Rock Hotels & Casinos throughout Florida participated in Lights On Problem Gambling activities. Staff were provided buttons in support of the cause, a banner on their web site driving traffic to the awareness web site, partner commercials were tagged with a helpline phone number, and PSA’s were run on closed circuit TV in gaming facilities. Media support consisted of over 100 TV stations, radio stations, and cable systems covering every major Florida market running provided PSA’s, placing banners on their web sites and extending interviews to discuss the topic. The General Public was encouraged to join the Facebook group dedicated to Lights On Problem Gambling, donate their Facebook status during National Problem Gambling Awareness Week, post PSA’s to their Facebook and Myspace profiles, and pass along email links to friends. The calculated estimated value of the program exposure was $101,205, delivering an estimated 13.5 million impressions all from a $10,000 investment.