DesignThinkers 2018 - "Lie Detector"

In just two years since the legalization of online gambling in Ontario, 24/7 access to betting platforms has deeply embedded sports betting and online gambling into everyday behavior.

This constant availability comes with a significant risk and gambling harms can often go unnoticed—particularly among young adults. The Responsible Gambling Council is faced with the task of reaching an audience that doesn’t identify as “gamblers,” dismisses safety messages, and believes gambling is a skill that can be mastered with knowledge and practice.

Introducing The Randoms, the personification of unpredictability in gambling. These characters bring chaos wherever they go—whether it’s a star player tripping inexplicably, an athlete slowed by an injury, or a slot machine stopping just shy of a win. They serve as a stark reminder that randomness is always in play.

“Gambling thrives on the illusion of control. We want Canadians, particularly young adults, to recognize how easy it can be to overlook the potential harms of gambling,” says Elaine McDougall, Director of Marketing and Communications. “This campaign is about providing information and resources to help them understand the risks should they choose to gamble.”

The campaign features two broadcast commercials—one focusing on sports betting and the other on online gaming—accompanied by a radio spot and social media ads, all driving to gamblingisrandom.ca. The website offers resources to help Canadians recognize the signs of problem gambling, understand the potential harms, and access guides for lower risk play.

Created in partnership with Zulu Alpha Kilo, the campaign challenges young adults, aged 18-35, to rethink their assumptions about gambling. Jenny Glover, Chief Creative Officer at Zulu Alpha Kilo, explains: “This demographic is tough to reach. Gambling brands heavily promote the fun and excitement of betting, making it easy for our message to be dismissed as a buzzkill. With randomness, we found a playful yet impactful way to encourage them to recognize the inherent risks in gambling and reconsider their behaviors.”

The campaign is supported by donated TV and radio media from Think TV and Canadian broadcasters. Over the coming months, the Responsible Gambling Council plans to expand its reach with targeted paid media and organic social campaigns.

For more information, visit responsiblegambling.org.