The Michigan Gaming Control Board's "Don't Regret the Bet" campaign, aimed at promoting responsible gaming, has snagged spots as a finalist in two categories at this year's PRNEWS Platinum Awards—a nod not easily earned given the record-breaking number of submissions exceeding 1,000. Recognized for both the Campaign of the Year and the Video Series categories, the campaign is a serious contender for these esteemed awards in the communication field.
Structured to have a measurable impact on public health, "Don’t Regret the Bet" seeks to educate on the perils of problem gambling. As per a statement from the Michigan Gaming Control Board, these nods from the PRNEWS Platinum Awards validate a strategic plan that's both research-based and creatively inclined. MGCB's campaign uses animation and humor to resonate with a younger audience, which is particularly susceptible to gambling-related harm.
The campaign not only caught eyes but also garnered action, substantially outperforming industry standards in engagement with their targeted ads. It tallied more than 15 million impressions across various media and saw a nearly 20% drop in calls to Michigan's gambling helpline. Impressively, the percentage of those callers proceeding to treatment saw an uptick to 19%, indicating a proactive stance in addressing gambling issues. This bears witness to the campaign's effectiveness in mitigating crisis-level calls and encouraging help-seeking behavior.
With the PRNEWS Platinum Awards ceremony slated for October 7 in New York City, the honor of being a finalist places "Don’t Regret the Bet" among the top-tier public relations initiatives of the year. Henry Williams, MGCB Executive Director, expressed immense pride in the campaign's reception and stressed its purpose-driven approach. According to MGCB's release, Williams shared, "Being named a finalist in not just one, but two categories is a tremendous honor." Coleen King, the mind behind the agency King Media, which collaborated on the campaign, echoed this sentiment, celebrating the authentic connection and impact achieved through the campaign's storytelling.
