Betting on Super Bowl LVI

In early 2022 Ontario introduced new sports betting legislation. Our client, the Responsible Gambling Council, asked us to create a campaign to raise awareness of the risks associated with sports betting and to share strategies on planning ahead. Working with Leger Marketing, we created a survey to better understand betting intentions of Ontarians for Super Bowl LV1. We created a full media package including media release/pitch, Op-Ed and key messages. The media release was issued on the wire and media pick up was substantial. The Op-Ed was published by toronto.com and Ontarians were sent to RGC’s Plan Before You Play microsite to learn more info.