Business Challenge

• High incidence of gambling among Chinese Ontarians.
• Lack of awareness on the PlaySmart messaging.
• To make Chinese problematic gamblers reach out to PlaySmart for help.

Market

Ontario

Target Audience

Chinese Newcomers & Tenured Immigrants

Creative Concept

• Address the ‘Cognitive Behaviour’ of the Chinese gambler
• Tackling this ‘Cognitive Behaviour’ by juxtaposing / contextualizing reality in a gambling environment by showing examples