The lottery industry is continuing to expand to new audiences.
While the list of states with online lotteries is getting larger, courier services are branching out to more avenues, as well.
Because of that, it’s important for the industry to also have a greater impact with its responsible gaming message.
One state that has been acknowledged for that is Wisconsin.
Recently, the Wisconsin Lottery received one of the highest levels of recognition from the National Council on Problem Gambling (NCPG).
The state’s “Pick a Card, Any Card” campaign earned the Corporate Multicultural Communications Award from the council.
Responsible gaming initiative offered in 3 languages
The “Pick a Card, Any Card” campaign was put together by the Wisconsin Lottery and was done in English, Spanish, and Hmong.
It was recognized by the NCPG for its outstanding efforts in creating an impactful multicultural communications strategy that catered to different audiences.
The messaging provided key information on what Wisconsin Lottery players should be aware of when gambling, as well as important RG tools available to them.
A Kim Welch, Senior Marketing Specialist for the Wisconsin Lottery, told PlayiLottery the value of creating this multilingual initiative:
“Translating our campaign into multiple languages improved the communication and allowed us to reach a more diverse range of audiences. We are committed to engaging with Lottery players from different communities who might not be able to connect with our content in English. We feel strongly about being as inclusive as possible with anything we produce and developing a campaign in multiple languages helps us reach that goal.”
Each year, the Wisconsin Lottery develops a new responsible gaming campaign. It works alongside Rose Blozinski, the Executive Director of the Wisconsin Council on Problem Gambling (WCPG).
From there, the lottery and Blozinski discuss and receive concepts presented by Hiebing, an agency the state has worked with in the past, along with key lottery members.
Hiebing also collaborated with CMRIgnite on this particular campaign.
Wisconsin Lottery has received multiple RG awards
The Wisconsin Lottery has been a long-time partner with both the NCPG and WCPG.
In 2022, the Wisconsin Lottery was approved for a Responsible Gaming Level 2 Certification by the World Lottery Association.
“The Wisconsin Lottery has been an advocate of responsible gaming for many years. We are always working to get better at everything we do. We feel strongly about providing our players with the information and tools they need to make informed choices about their lottery play.”
This latest campaign is not the first time the Wisconsin Lottery has been recognized for its RG efforts.
In 2021, the North American Association for Provincial Lotteries gave the state the Batch Award. This was for the “It’s Not So Easy to Hide” print campaign.
In 2018, the WCPG honored the Wisconsin Lottery with its Outstanding Achievement Award for providing excellence in services, resources, and long-term devotion to problem gamblers.
With this most recent effort, the Wisconsin Lottery spent many months putting the idea together. It then spread the message out to multiple media outlets and formats.
“Responsible gaming is a critical element of the Wisconsin Lottery’s daily operations. The process to develop this campaign started in November last year with the final pieces being put into circulation in March and continuing into the next spring. Once the campaign was ready, it was distributed to more than 3,600 Wisconsin Lottery retailers along with members of the WCPG staff and clinics. In addition, the campaign was placed in publications around the state, several times per year, in six community newspapers or magazines for a total of 40 insertions.”
Photo by melitas via Shutterstock
Graphic from the Wisconsin Lottery
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