Delaware Council on Gambling Problems’ ads earn prizes

Delaware State News
Posted 7/27/22

A digital media campaign of the Delaware Council on Gambling Problems was recently recognized with Best in Show and Gold honors at the 39th annual Healthcare Advertising Awards.

You must be a member to read this story.

Join our family of readers for as little as $5.99 per month and support local, unbiased journalism.


Already a member? Log in to continue.   Otherwise, follow the link below to join.

Please log in to continue

Log in

Delaware Council on Gambling Problems’ ads earn prizes

Posted

A digital media campaign of the Delaware Council on Gambling Problems was recently recognized with Best in Show and Gold honors at the 39th annual Healthcare Advertising Awards.

The council’s “Don Ciccanowski” campaign took home the prizes. The 10-month effort focused on helping individuals recognize that they may have a gambling problem, then motivating them to connect with support.

The initiative drove more than 20,000 visits to the council’s website, generated nearly 100 call/text inquiries to its phone line and resulted in more than 60 interactions with its live helpline, according to the group.

In addition, it logged nearly 3 million impressions and more than 1 million views of the Don Ciccanowski video, which was what executive director Arlene Simon called the “secret sauce” of the campaign.

“Since its inception in 1979, the Delaware Council on Gambling Problems has had a mission to provide programs and services for problem gamblers and their families. We’re made up of caring individuals who have real, firsthand experience with problem gambling,” Ms. Simon said in a statement.

“We wanted to create a campaign that shared a serious message, but with a lighter tone. One that isn’t accusatory but, in the end, is compassionate and understanding. Feedback to the campaign has been great, and we are honored to be recognized with a Best in Show award.”

The Healthcare Advertising Awards program is one of the top 10 largest competitions for advertising recognition, and the Don Ciccanowski campaign beat out more than 4,400 other entries.

The prizes recognize marketing for excellence in creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact.

The Don Ciccanowski campaign, developed in partnership with the Wilmington-based agency Aloysius Butler & Clark, checked off all the boxes by integrating strategically timed geo- and demographically targeted ads with a compelling video that gave viewers an immediate opportunity to get information and help.

The advertising broke through a number of barriers, ranging from a continual stream of other digital ads to an individual’s inability to recognize they may have a gambling problem. These tactics included:

  • Character creation — From his looks and mannerisms to his tone and messaging, Don Ciccanowski was a person that anyone who has ever gambled could relate to.
  • Ads that resonated — Five different ads featured the fictional character and linked to his website, donknowsbets.com.
  • Strategic timing — Ads were concentrated during traditional gambling times, including all three Triple Crown races, the 2021 MLB and NFL seasons, and March Madness.
  • Diverse media mix — Google, Facebook, Instagram, Spotify and internet-connected TV ads, as well as text messaging, targeted key audiences. Posters were used in strategically chosen convenience stores.
  • Compelling video — Donknowsbets.com ran a video of Don connecting with his viewers and encouraging them to assess their relationship with gambling.
  • Direct opportunity for getting support — The video connected viewers to the council’s website and options for talking to a professional.
Members and subscribers make this story possible.
You can help support non-partisan, community journalism.