The Maryland Lottery’s new Play Responsibly campaign launches on March 8 to coincide with Problem Gambling Awareness Month (PGAM). In the past, we’ve used straightforward messaging that reminds people to play responsibly. This year we embraced a refreshingly upbeat tone which we believe will encourage those who think they may have a gambling problem to seek resources available to Marylanders at no cost.
The new Play Responsibly campaign remains true to Maryland Lottery’s core branding by showcasing a variety of our games with images of people enjoying them. But the consistent message throughout the campaign is that even with all of these options, there is still only one way to play – responsibly. Each ad clearly displays website and helpline phone number information, encouraging people to seek assistance if they need it.
“This campaign reinforces the responsible play message without losing sight of the Maryland Lottery brand, which is about having fun,” said Leo Mamorsky, Managing Director, Chief Marketing Officer.
While previous Maryland Lottery PGAM campaigns used pre-produced content from local and national responsible play sources, this year the Lottery worked with its creative agency, Baltimore-based GKV, to create original content in order to shift to positive, more relatable messaging. The current campaign includes a 15-second television commercial, a 30-second radio commercial, digital billboards, social media posts and the Lottery’s website. Creative assets use familiar elements like our draw game tickets and scratch-offs, as well as our new Play Responsibly logo, which incorporates the Lottery’s trademark “L” starburst logo.
“We are really excited about this approach,” said Jill Baer, Director of Creative Services. “I love the positive play messaging. It’s a complete departure from past responsible gaming campaigns.”
The Play Responsibly campaign was a collaborative effort, with participation from a number of departments, including Creative Services, Communications and Sales. Members of these departments continue to work together to develop new ways to improve our responsible gaming efforts.
The Play Responsibly campaign will continue beyond Problem Gambling Awareness Month, becoming an integral part of Maryland Lottery’s commitment to responsible gaming and a culture of corporate social responsibility.