- December 06, 2024
- Gambling
John Harris returns to the show and provides an update on the ‘Are You Really Winning’ awareness campaign for problem gambling.
Whether you’re curious about how gambling awareness is evolving or interested in the innovative ways this program is reaching communities, you won’t want to miss this inside look at Illinois’ groundbreaking prevention efforts.
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Transcript:
00;00;00;00 – 00;00;07;20
Unknown
We have to do things that are creative and connect with people.
00;00;07;22 – 00;00;34;13
Unknown
Welcome to Wager Danger. I’m your host, Shane Cook, gambling disorder program director at Gateway Foundation. And this episode, we welcome back John Harris from A5 Digital and Branding to revisit the comprehensive efforts in Illinois to raise awareness of problem gambling through the Are You Really Winning campaign. Illinois currently ranks number two in the nation for the number of received calls to one 800 gambler.
00;00;34;15 – 00;01;01;12
Unknown
The rise in calls is due in large part to the work John the A5 team and provider partners have done to implement some very innovative outreach programs, from major league sports partnerships to local community engagement. We’ll look at how Illinois is working to ensure that its access to gambling rises help. It’s only a call or click away. Hey, it’s great to have you back on the show, John.
00;01;01;15 – 00;01;25;27
Unknown
And for the benefit of listeners who missed our previous conversation, tell us about A5 digital branding and the work you’ve been doing on the are you really winning campaign? Yeah. Thank you. And again, great to join you. And really wonderful to see that growth. And wager danger really taking off. So kudos to you. A5 is a branding and digital, firm were based in Chicago.
00;01;25;27 – 00;01;58;03
Unknown
Our partner on this, working on behalf of all of our department human Services is, one of the one of the statewide providers way back in, and of course, you and your team, to gateway a big part of the statewide campaign, too. And, it’s an education campaign. And, you know, since since 2019, when sports betting was legalized in the state of Illinois, that’s really taken off in the last several years, especially even this fall, we’ve added more casinos in the state.
00;01;58;06 – 00;02;27;12
Unknown
So, south land south of Chicago, Wind Creek and the casino in Rockford, Casino in Waukegan, and also downstate, further downstate. So and of course, video gaming terminals, where there used to be a few, there are now, 40, 50,000 video gaming terminals around the state. And so, so gambling and gaming are, are prevalent, and are a part of, society at our culture, today in Illinois and in most states around the country.
00;02;27;14 – 00;02;50;06
Unknown
So the state, is, is working to raise awareness and educate people that if they can’t stop betting non stop and if, gambling is causing an issue with you as an individual and or your friends and your family or coworkers, then are you really winning? And, and so resources are available one 800 gambler and the website are you really want inc.com.
00;02;50;06 – 00;03;31;11
Unknown
And of course, again, providers such as gateway way back in on the casa up in Lake County in about 30 or 40 providers across the state of Illinois who provide services to help people with gambling issues. Right. To me, that’s that’s one of the impressive things that over the past few years and we’ve been at this together now for, a few of these years, the the number of providers, has continued to grow, that are out there, not only out in the communities talking about problem gambling, but also providing referral services or treatment services for people that are currently experiencing gambling disorder.
00;03;31;15 – 00;03;55;27
Unknown
And it’s been really heartwarming to see how many people and how many agencies have really come into the program here. And I’m I’m sure from your perspective, you know, the more providers that we have out in the community are you talking about, are you really winning campaign and delivering that message to the public? You know, public awareness continues to grow.
00;03;56;00 – 00;04;25;15
Unknown
So from where we were a couple of years ago to where we are now, do you have a sense for how much effect we’ve had in the public with this messaging? Great question. You know, over the past two years, that we have been working on this campaign, the state of Illinois has gone from, not registering in the top ten and calls to one 800 gambler to number two in the country.
00;04;25;15 – 00;04;56;27
Unknown
Now, of course, that’s a double edged sword. That again means that more people are gambling, are betting, are, into gaming in the state. It also, indicates that the awareness campaign and education campaign is having an effect. And again, in conjunction with the providers that you talked about across the state, offering these services to help people, with gambling issues, the number of hits to our website, visitors and visits and the length of time they’re spending on the website.
00;04;56;27 – 00;05;34;13
Unknown
Are you really winning? Dot com has gone up, four times fourfold. So we’ve seen it. We’ve seen an enormous increase. And we do a lot of work with, digital media, digital advertising, traditional TV and radio, over the top or OTT streaming, over, streaming services and cable and, you know, Google ads, social media, as mentioned, outdoor advertising and a lot of work with colleges and now high schools and professional sports franchises around the state, whether they’re major league or minor league sports franchises, right.
00;05;34;20 – 00;05;57;17
Unknown
In conjunction with the providers that you talked about, around the state. And so by having a campaign up in, you know, at a 40,000ft level and working to cover the state as best we can with the budget that’s available, and also and marrying that with the the boots on the ground and the provider, those who are providing these services and networking with people every day.
00;05;57;23 – 00;06;21;11
Unknown
We are, you know, getting out more and more across the state. So whether that’s the state fair or going to a White Sox game or a Chicago Fire match, we’re getting into the communities in which people live and where they’re congregating. Yeah. Okay. So you just threw a lot of stuff at me here with that. And and I want to dive into some of these individually.
00;06;21;17 – 00;07;05;26
Unknown
I want to first go back to the overall message and the are you really winning message, because it really seems to resonate with people. And you mentioned that Illinois is second in the nation in terms of the number of referral phone calls that are coming in, what would you attribute do you attribute all of that to the campaign itself, or is there, you know, one of the things that we did or that you all did is work in conjunction with the national organization that maintains the one 800 gambler phone number, which is a, an aggregated number that many states utilize.
00;07;06;03 – 00;07;33;02
Unknown
And then the calls get routed back to the individual states. So how does that all work? Right. And this is you identified, you know, agencies such as gateway way back in, Le Carr. Others of the state of Illinois are really working to raise awareness. So I think at a statewide level and then at a national level. To your point, the National Council on Problem Gambling is really done an amazing job at framing the conversation across the country.
00;07;33;04 – 00;08;04;04
Unknown
The ads, that they run the partnership in concert with, the National Football League, people are seeing that campaign and and you’re right, one 800 gambler having a nationwide number and is as you know, not every state uses one 800 gambler, but having that available to those states that choose that and then running the calls through one 800 gambler, people pick up on it and it’s easy to remember and it’s easy to dial.
00;08;04;06 – 00;08;39;15
Unknown
And there’s a text line as well. And that hotline is run by an organization H.R. Iowa, on behalf of. And they they route the calls to the appropriate state. So so you’re right. It it’s, there’s a national effort here, coupled with the statewide effort and and then the local in the community approach. And by doing all three of those, again, while gambling is, frankly, exploding across the country.
00;08;39;17 – 00;09;12;06
Unknown
And the way that people consume media and consume sports today, particularly, and the access that people have through video gaming terminals and through more and more casinos, we’re just seeing more and more people get involved, get engaged. And by the way, even though in Illinois legal age is 21, and more and more people just seeing this as part of their everyday life, and so people younger than 21 are starting to get involved in, gaming and gambling and in particular sports betting.
00;09;12;06 – 00;09;44;11
Unknown
So it is, there’s to answer your question. Yes. There’s such a rise in the amount of gambling, gaming and sports betting and and as a result, also, there’s national efforts to educate and then statewide efforts here. And that’s leading last leading to this that said, you know, we Illinois was not even on the radar a couple of years ago in terms of the number of calls, to one 800 gambler and have gone from, well, outside the top ten into number two, be behind the state of California.
00;09;44;11 – 00;10;07;08
Unknown
So, so the work that everybody is doing here in the state of Illinois, Idcs and all the providers is, is, is having an impact on reaching people. Yeah. Okay. Now it’s really interesting you brought up California because you one might logically think you’re going to have higher numbers of people calling in from states where gambling is legal within that state.
00;10;07;11 – 00;10;39;03
Unknown
However, California continue to reject, legalized gambling. So there’s no real correlation, at least at a top level. I don’t think you can pull, correlation between legalized gambling and gambling problems or problem gambling for individuals. Right? It right. It knows no bounds. It really doesn’t. It doesn’t stop at a state line. Our son lives in Florida. And, you know, Florida has different, laws also than, than Illinois.
00;10;39;03 – 00;11;09;23
Unknown
And yet it still seems to be it runs through one casino, and yet it still seems to be so pervasive in the state of Florida, from what I have seen and experienced there. So in California, obviously being close to Las Vegas and people certainly traveling across the country, there’s and again, if you’re a, if you’re a college student, you might you might have grown up in California, but maybe you’re going to school in Illinois or going to school in Nevada or wherever.
00;11;09;29 – 00;11;28;20
Unknown
So you’re right, it it does. No, no boundaries. And it’s just risen to the level where it is a national, there is a national awareness around. And of course, all of these, these gaming companies that are providing these opportunities for people, they’re really reaching across the country to connect with people and get them to sign up and participate.
00;11;28;22 – 00;11;50;11
Unknown
Sure. Okay. So now let’s let’s dive back into how the rubber meets the road here and where we’re doing some real active campaigning or education and creating awareness out among the community. You mentioned colleges and universities. What’s been the approach there?
00;11;50;14 – 00;12;26;12
Unknown
With colleges and universities here in the state of Illinois, we have partnerships with University of Illinois, with Southern Illinois University, Illinois State Northern Illinois University, Loyola Northwestern and University of Illinois Chicago. And and we’ve done that in concert with some partners, particularly around athletics. We’ve also done it, though, with this art competition that we’ll talk about probably a little bit later with University of Illinois and down in Carbondale, near the campus of Southern Illinois University.
00;12;26;15 – 00;12;57;26
Unknown
So whether it’s, art or athletics, we’re really trying to connect with, adults in those communities, adults on those campuses, as well as students. Sure. Yes, 21 and above. And that’s legal, but also those who are under 21. Somehow sports have access to sports, sports betting. So there’s advertising, on each of these campuses, in these communities, both digital and outdoor and TV and radio.
00;12;58;03 – 00;13;31;29
Unknown
And we’re also doing activations on the ground, where, where, you know, people such as yourself and, and, members of other agencies are going in and setting up tables at basketball games, volleyball games, football games, soccer matches, etc. and really connecting with people. What we’re trying to do there by by getting on the ground is to be able to, have a conversation, to invite people in to get information, to raise awareness, to get information, to educate folks.
00;13;32;01 – 00;13;55;23
Unknown
And, and hopefully they’ll scan our QR code, which takes them to the are you really winning website. And then they’re connected and can get access to that information and if needed, the services there. So it really is an active campaign year round on each of these campuses. And we found the the colleges universities to be tremendous, partners.
00;13;55;25 – 00;14;19;29
Unknown
In in this project, you know, nobody is saying, don’t gamble. We are officially gambling neutral. Yet when people do have an issue, if they don’t know how to set a limit, for example, right? Or chasing losses or chasing wins, that’s when we and, you know, providers, step in and say, who are you really winning? Yeah.
00;14;20;01 – 00;14;52;13
Unknown
Well, here at gateway, we we’ve participated in these activations with various universities and colleges throughout the state, as well as, some other venues that we’ll, we’ll cover here in a minute. But, one thing that I’ve noticed in, in doing these activations is where we were two years ago and where we are today in terms of people one recognizing the branding around, are you rolling, winning as much higher?
00;14;52;17 – 00;15;26;01
Unknown
Now we still see some people that are curious, what is this about? You know, they they’re thinking it’s a gambling, that we’re promoting gambling. Somehow some people think that, and I think that has something to do with the branding and it’s by design to kind of pull people in, but quickly we are able to pivot and talk about what defines problem gambling, and to have the ability to have that conversation with people out in the community has been very powerful.
00;15;26;04 – 00;15;54;00
Unknown
Because I can imagine that if I’m speaking with a certain demographic, they’re more likely to go back and talk about it with their peers. It’s just been rewarding in that sense, at least for me, to see that message come to life. People resonate with it, they understand it, they get it. And in most cases, people tell us, hey, we’re glad you’re here because we need this.
00;15;54;03 – 00;16;24;05
Unknown
That’s that’s a great point. You know, when we’re on the ground and at these various events, we may be encountering an individual who has a gambling issue, or it may be a friend or a family member or a coworker. For every person affected with a gambling issue, it impacts, another half dozen people. So to a point, just just having that presence and, inviting people in to have that conversation is really, important and powerful.
00;16;24;05 – 00;16;49;09
Unknown
And again, raises where awareness and then educate and then hopefully motivates to do something about it. You made another point, which is, which is interesting about the branding and yes, the are you really winning shield, is designed and the entire campaign is designed to, to be on a level and on a par with the fan duels and the bet MGM aims of the world to.
00;16;49;09 – 00;17;23;20
Unknown
So we specifically wanted the brand to look, walk and talk on that same highly professional level as they’re presenting, because their marketing is very effective. And quite often in the world of nonprofit or government branding and marketing, the message is just very straightforward. The level of graphic design work is not up to the same level or par.
00;17;23;22 – 00;17;49;23
Unknown
It is our experience and our expertise as as branding, as branding folks and marketing folks that, by by asking people, you know, if you can’t stop betting nonstop and if this is causing you an issue with friends, family, coworkers, are you really winning? It invites people to think and to connect versus saying. And then going into the Wayback Machine here.
00;17;49;23 – 00;18;10;21
Unknown
And it was of the 80s and Nancy Reagan and just, you know, you know, don’t don’t do drugs, right. You know, right. We have to meet people where they are, or we have to invite them in and have to them and their friends, family, and coworkers to really think about. Maybe there is something going on here. So there’s several levels of that engagement that you pointed out.
00;18;10;21 – 00;18;39;01
Unknown
That’s yeah, that’s really important to, to actually, you know, having success and helping people get help that they need and want. Yeah. And it’s it really speaks to the brilliance of the, of the campaign itself. So I commend you all for coming up with this. I know it was, it was a a period of collaboration that eventually reached this, but it certainly resonates with a lot of people.
00;18;39;04 – 00;19;03;12
Unknown
When I’m out talking with people, they get it. They they understand the connection there. Exactly as you, pointed it out. So. Yeah. Congratulations on that. No, I think, like you said, a huge collaboration with with you and gateway and way back in and IDC’s and, and everybody out there to recognize and and CPG again to recognize that we can’t just say we can’t just say no.
00;19;03;14 – 00;19;29;23
Unknown
We can’t tell people don’t do this. And and again, it’s legal. It is legal. It is here. People enjoy it. And it’s if you enjoy it and you could do it responsibly. Then then, terrific. You but if you find that it’s causing problems for you, help is available and it’s at your fingertips again, texting or one 800 gambler or you’re really winning.com.
00;19;29;25 – 00;19;59;27
Unknown
Yeah. All right. So, we talked about the colleges and universities and that, by doing the activate portions around sports programs, we’re hitting a broad swath of people. It’s not only the students, but we’re catching people from the communities, that cover various demographic there. So that’s a great vantage point. We’re also doing some activations at some of the professional leagues and sports that exist throughout the state.
00;20;00;00 – 00;20;27;24
Unknown
Right? Yes. Yeah. Tell us which ones. Yeah. So where we can be found. Yeah. So from a, I guess a major league perspective of we worked with the Chicago White Sox, we’re working with the Chicago Fire, and we’ve got promotions or, the Chicago Bears is due this year, and we work in various capacities with the other major league sports teams.
00;20;27;24 – 00;21;11;21
Unknown
So the Chicago Cubs, from a digital, and radio and streaming perspective, certainly the Chicago Bulls and the Blackhawks as well, in terms of advertising and radio and, and TV and streaming. So that covers hockey, basketball, foot, NFL football, Major League Baseball and Major League Soccer. So the big five there. Yeah. And and soccer has been one of the ones that’s been really most revealing and interesting because the Chicago Fire audience, a very high percentage of it, somewhere in the 60 to 70% range of the Chicago Fire’s audience is unduplicated.
00;21;11;23 – 00;21;41;04
Unknown
So, and heavily Latino or Latinx or Hispanic. So we’re reaching an audience through soccer, and they attract 20 to 25,000 people per match, and it continues to grow every year. And when, Messi comes to town, they sell out at Soldier Field. So you’re getting, you know, 50 or 60,000 people per match. So we’re connecting with an audience that is different than a baseball or a football audience.
00;21;41;04 – 00;22;09;10
Unknown
So that’s really important too, because and we’ve talked about college aged students and across the state. But as you well know, we’re trying to also reach specific populations within the state so that Latinx population, African American, the Asian American population, and a variety of other, other folks. So our LGBTQ, I, a veterans, etc. but from a sports perspective, we’re really able to reach a lot of people.
00;22;09;18 – 00;22;38;12
Unknown
What’s also really interesting is we’re engaged with the minor league sports franchises across the state. So in Peoria, the Riverman hockey team and the pure A Chiefs have been tremendous ways to connect in that community and connect with, a smaller audiences, maybe 2000 or 5000 people. Yet they’re, you’re, you’re able to to actually connect with individuals on the concourses, right in the stadium.
00;22;38;14 – 00;23;06;19
Unknown
Yeah. Stadia etc.. And then the Chicago Wolves has been good. The Windy City Bulls, right. The junior the G League version of the them. There you go. Right. 4 to 5000 people per game. And the number of scans to our QR code and the number of substantive conversations we’re having if those minor league professional sports franchise level is much richer and deeper because people are better, are more connect.
00;23;06;19 – 00;23;39;04
Unknown
If you’re going to a Windy City’s Bulls game, you’re you’re in, right? You’re you’re really in. And it may only be 4 or 8000 people, but we’re getting, better connections with with individuals when we’re there on the. Yeah, that’s a that’s a really good point. I noticed that because I, I participated in or gateway participated. I happened to be the one behind the table, but we did a few of the Peoria Chiefs games this past year, the minor league baseball at the minor league baseball stadium.
00;23;39;06 – 00;24;03;26
Unknown
What I recognized is a lot of the fans that go to those games consistently, go to the games, their season ticket holders. And, I would I would see the same people coming through every year. So it really gives an opportunity to drive home a message. They really get to understand why you’re there and they really understand the message you’re trying to deliver.
00;24;04;03 – 00;24;36;27
Unknown
So even though I may have seen fewer people, yes, the as you suggest, the conversations I’m having are way more meaningful. And likely then that person who understands what we’re there for is likely out in the community talking about it with their friends and peers. That’s a great point. And one of the keys to marketing success. You have to have the right message, targeted the right audience with a strong call to action.
00;24;37;00 – 00;25;04;00
Unknown
It involves repetition. So to your point being, a present during these seasons and in these places is really critical because the people need to see it one time, two times, five times, seven times. They might pass by you 20 times before they go, hey, hi, how are you? And you to have a conversation with them now? Hopefully it’s not too many times.
00;25;04;03 – 00;25;33;20
Unknown
Hopefully we’re going to reach them, you know, with your charming and magnetic personality and you know exactly the and the giveaways, right? The promotional items. Hopefully we’re right back. And I think all people also recognize that, that you’re a sponsor and a supporter of that, you know, that sports property and that experience. So they they see you as an extension or see us as an extension of, you know, the wolves or, or the the Windy City Bulls or the Peoria Chiefs.
00;25;33;26 – 00;25;59;14
Unknown
Now, I and I by the way, I can’t, let another moment go by. We are a an Illinois statewide campaign yet the Peoria Chiefs is a Saint Louis Cardinals farm club. So let’s consider the Saint Louis Cardinals. We can, however sponsor the Peoria Chiefs. So we reiterate the Cardinals fans that, do make up a fair percentage of of residents here in the state of Illinois.
00;25;59;17 – 00;26;27;23
Unknown
Right. Well, now you know why I volunteered to go to the Peoria Chiefs games. I want to get a a scouting report on, upcoming talent that’s rising up through the farm system. Yeah. That’s right. I think this year might have been, Well, we’ll we’ll leave the sports commentary to the side here, but, because if we start down that path and we start talking about the success or lack thereof of Chicago sports franchises, it’s a it’s a very going need to go there.
00;26;27;24 – 00;27;04;18
Unknown
Yeah. Not this year, but we’ll, we’ll postpone that for a year in the future. Yes. Thank you. All right. So we’ve talked about some of the activations we’re doing. That’s related to sports. What other types of programs are we doing that exist outside of the sports world? You mentioned the art competition. I think that’s really, a unique activity that are you really winning sponsors and participates in and is really, from my vantage point, experience tremendous growth since it was first introduced?
00;27;04;20 – 00;27;28;25
Unknown
Yeah. You’re right. Art the art competition is some people have, have wondered how does that fit? How does that work? And yet in the therapy world, art is increasingly used to help people dealing with, with issues, an a variety of issues, as you well know. So the first year we did it, it was small. Yeah.
00;27;28;25 – 00;27;58;15
Unknown
We had folks from across the state this past year. We expanded it to people for ages 14 and up. And if you’re an Illinois resident, whether you’re professional or amateur, we invite people to create artwork that, expresses a some type of hopeful message around gambling. And, we’ve just opened up, the third year to entries, and that will be open until March 1st of 2025.
00;27;58;18 – 00;28;24;00
Unknown
And so people can submit, they can find out, all of the information that you might need on are you really winning.com. And then, whenever you’re ready, submit your artwork through the website. And, and then we have a team of, of professional judges from around the state who in March will review the entries and then award the winners, or we have three, overall winners.
00;28;24;00 – 00;28;48;06
Unknown
And we also have a student category where five people from around the state, can win, recognition. And I think it’s also interesting, it’s it’s professionally judged and it’s skills based. So it’s not as though we take these entries. It’s not a lottery, right? Those who write, it’s not a game of chance. There is skill involved in it.
00;28;48;06 – 00;29;14;17
Unknown
And I think that’s another important reason why we chose to do this. That said, a different skill every we we’ve seen a lot of entries at various skill levels, and it’s really the, the ideas that shine through, and the judges really look to that. What seems to be really meaningful and interesting about shining a light on on gambling with Hope, that there is a solution.
00;29;14;17 – 00;29;39;04
Unknown
You can get help, you can come through and you get on the other side of a gambling issue or a gambling addiction. So it’s been really rewarding to see there. And then once we judge, we take it on the road, around the state. So, University of Illinois at the Siebel Center for design, there has been a tremendous partner, and the artwork is on display there currently in the middle of campus, and will be through end of January.
00;29;39;06 – 00;30;01;01
Unknown
And we’ve also take it out on the road to various conferences around the state to Artspace 304, an art gallery in Carbondale, Illinois. And it’s been really rewarding to get people, into those spaces. And have, conversations that are, that are different than the sports betting or the what or the sports, and athletics conversations that we’re having.
00;30;01;01 – 00;30;30;28
Unknown
So, that’s, that’s been really interesting, to see how that’s development. But yeah, year three go to are you’re really winning.com. And you can find out the information. And we welcome everybody who’s an Illinois resident over the age of 14 to participate. Yeah. All right. That’s excellent. And I had a opportunity to see some of the works that were produced as part of the competition on a few occasions this year as it traveled through different venues throughout the state.
00;30;31;00 – 00;30;56;04
Unknown
And man, some really compelling submissions that people put together this past year. I think, you know, in terms of the creativity that went into it, it really surpassed the previous year, and I can only anticipate that every year that this exists, we’re going to get more and more, not only more and more entries, but more and more sophisticated, works of art that, join that competition.
00;30;56;04 – 00;31;31;10
Unknown
So, yeah. Yeah. And I think I think your fake finger paintings, by the way, are wonderful. They’re excellent. I do my best, but you’re not eligible to win because, you know, so. All right. That’s a good one, I appreciate that. So, throughout the year, then if you reflect on this past year, what are there any particular, activities that really stand out for, bringing the message to the residents of Illinois?
00;31;31;12 – 00;32;06;24
Unknown
This the Illinois State Fair is, is one that comes immediately to mind, in addition to the art competition that we just talked about, the Illinois State Fair in August, ten days running, and we had a presence, you know, every day and some some days you get more traffic than others. Weekends, certainly. I think a couple of things emerged, from that is, you know, there’s 750,000 people from across the state of Illinois and just beyond Illinois as well, that attend the state fair.
00;32;06;27 – 00;32;31;15
Unknown
It’s in Springfield, so it’s officially downstate. It’s reaching, a different audience, and it’s reaching an audience that’s there, as you know, because we spend time there doing it there. People are there for the day. So, you know, it’s, you know, at a sporting event for basketball, it’s two hours. For football, it’s three hours approximately. People are there for the entire day.
00;32;31;16 – 00;32;58;19
Unknown
And and so that enables you also to connect with people on a different level. So we’ve got banners, around the perimeter of the state fairgrounds. We’ve got digital signage. We have the art competition and, the art exhibited, and we have an activation table. So that’s what’s really interesting. I think the other, the other interesting things are just, from a digital perspective, it’s not been is easy to connect with people on a digital level.
00;32;58;27 – 00;33;25;17
Unknown
So as we go forward doing this more, you touched on it earlier. It really is about that human connection and making sure that we actually, are able to raise awareness and educate people and meet people where they are. So that’s what’s really interesting is as much as we try and do the digital work to reach as many people and connect with people digitally as possible, there’s that human connection that really needs to be made.
00;33;25;17 – 00;33;52;03
Unknown
And that was some of the learning from the Illinois State Fair this year. It was year one. We’ve got some work to do to make it to bigger and better for year two, but it again enabled us to connect with a different audience, at a different audience, at a different place. Sure. Yeah. And I felt like there was a lot of stickiness to the public that we were interacting with at, the state fair.
00;33;52;04 – 00;34;19;26
Unknown
Are you talking? Yeah. Deep fried, Milky Ways, the elephant ears. When you say stickiness. Oh, you’re talking about the connection with the connections. Yes, yes, but we could we could. You’d use that term both ways. The food. The food is fantastic. And having the proximity that we had to the food vendors down there was also appreciative. Yeah. If we can get a branded corn dog, I think it’ll be a big, winner.
00;34;19;28 – 00;34;41;24
Unknown
Yes, we will be winning. And, we really do need the brand. The, right rear flank of the butter cow at the state fair. We really need to. That’s a great idea. Yeah, we need to get Ahold of the butter cow. Yes. So, in all seriousness, it’s good. But to that point, it’s. We have to do things that are creative and connect with people.
00;34;41;24 – 00;35;03;08
Unknown
So to the point, you know, standing in a booth and just handing out a brochure is good and it’s helpful and it’s necessary and it’s right. The more we can do to engage people in creative ways is, is that that’s the other thing that’s that’s been really well. Yeah. Well, I think there was that was a good opportunity.
00;35;03;08 – 00;35;43;20
Unknown
And and you mentioning that reminded me, during the state Fair, one of the things that was interesting to me is we were able to connect multiple venues and other events that we’ve done by having the mascots for some of the colleges and universities that we had done activations with throughout the year. Right? Yeah, we we brought down mascots from, the White Sox, South Park, to Sparky, from the UIC flames, and the Peoria Riverman, mascot and, and the college and university mascots.
00;35;43;22 – 00;36;04;21
Unknown
And you’re right. And we had we had a different mascot every day there at the state fair. And there were not only at our table and booth and with the art exhibition, but they were walking around, on the state fairgrounds. So to your point, it was it was fun. It was fun to connect, everybody in that way.
00;36;04;28 – 00;36;34;24
Unknown
Right. You also, some new activity this year included, going out into various communities throughout the state and participating in, whether it be the 4th of July parade or Memorial Day Parade or Veteran’s Day parade. How did that come about? And I know it was the first year of implementing that, but what do you take away from that in terms of connecting in the local communities in a unique way?
00;36;34;26 – 00;37;09;12
Unknown
Right. When you walk in, parade, everybody will see you and everybody is happy to see you. So they’re there at the parade, whether it’s the Bud Billiken Parade on the South Side of Chicago, which celebrates the return to, to school in in August, or the Saint Patrick’s Day parade on the northwest side of Chicago, or, as you mentioned, a 4th of July parade in Carbondale or Edwardsville.
00;37;09;14 – 00;37;37;22
Unknown
People are out to have fun. And so when they see you walking in the parade, they look at you in a very happy way, and it makes it easier to connect and for people to receive the message, again, they’re not looking at it and seeing it when someone is at their lowest point, they’re seeing it at a moment in time when they are feeling good and they’re enjoying themselves.
00;37;37;22 – 00;38;05;28
Unknown
And as you know, we we walk, not only with, you know, a banner and with information. We try to walk with those, mascot partners that we just talked about in these parades. We walk with promotional items that people want to receive, whether that’s, you know, chapstick or hand sanitizer, people or or some sort of water bottle.
00;38;06;05 – 00;38;27;28
Unknown
Those are the types of things that people are happy to receive and will use, right? They’ll put them to good use. So. So yeah, walking in parades is has been a fun way to connect people when they’re feeling good. And and that’s important. For them to be able to hear that message in that way and in that time and in that place.
00;38;27;28 – 00;38;55;20
Unknown
And again, it’s right there in their community. But there’s also lots and lots of people who turn out at various stages of their lives since, you know, lottery is, is, legal at age 18 and gambling at 21. But it’s important because you’re getting the whole family out, right? The lawn chairs and the business you’re getting grandma and grandpa, you’re getting aunts and uncles, you’re getting parents, you’re getting kids of various ages.
00;38;55;23 – 00;39;17;22
Unknown
And so you’re getting everybody in the family. They’re there together. Yeah. Well, that’s that’s a great point. And we kind of started where we were talking about specific demographics. But here you’re this is multi-generational, out in the community per parade. You’re hitting all generations out there. So that’s a great point. And with your friends and neighbors, right.
00;39;17;22 – 00;39;40;13
Unknown
You know. Right. So your friends and neighbors who have come out for that parade and are gathering together and they’re seeing this message, you know, all it takes is for one person to turn around and say, hey, you know, I’ve been wondering, does so-and-so have a gambling issue? Right? Or is that, you know, I hadn’t thought of that or.
00;39;40;14 – 00;40;07;16
Unknown
Right. You know, our kids are 16 should it’s not legal for them to be betting. Right. So it just again it it meets people where they are and hopefully it starts. It sparks a conversation. It is that time of year when this is going to be released between Thanksgiving and, and Christmas. That hit on the calendar here this year.
00;40;07;18 – 00;40;33;02
Unknown
I’ve noticed a significant push around the, responsible gift giving campaign. Can you tell us a little bit about that? Yeah, and again, a huge nod to the National Council on Problem Gambling, which is that I should state that this is actually a program or a, campaign that has existed for quite some time. I just feel like there’s, higher.
00;40;33;04 – 00;40;54;07
Unknown
It’s it’s been elevated to a higher level, this year in terms of awareness and participation. Yes. And National Council, probably gambling does a national campaign. And then in Illinois, we have the responsible gift giving campaign. And and to your point, we’re trying to reach people across the state, and all of those different demographics that we talked about.
00;40;54;07 – 00;41;20;08
Unknown
And if we haven’t gotten into it yet, but in addition to, you know, Spanish and Chinese languages, you know, we’re also translating into Polish and Vietnamese and Korean. And so each year we’ve we’ve really worked to increase the level of not only language connectivity, but cultural competency in these, okay, to reach these different, populations across our state.
00;41;20;08 – 00;41;53;13
Unknown
But the response will give, give a campaign really does raise. We’re attempting to raise awareness of people that that if if you’re giving a lottery ticket to someone, it is not legal to purchase until your age 18. So that should make people in Illinois and around the country think, well, then, is it appropriate to give someone under age 18 a lottery ticket, or a scratch off?
00;41;53;16 – 00;42;21;27
Unknown
And the same with with sports sports betting? It’s legal as of age 21. So these are not appropriate gifts for young people. And there are studies out there that that show that, you know, that when people start, you know, gaming and gambling at a young age, they’re more likely to end up doing it when they are of age.
00;42;21;27 – 00;42;46;28
Unknown
And that could potentially lead to a gambling issue. So. So yeah, the responsible gift giving campaign is really designed to connect with people and make them think and say, oh, I never thought about this. You’re scratch offs going into the Christmas stockings, you know, is that really something that I should be giving to a, six year old or ten year old or a 12 year old?
00;42;47;04 – 00;43;14;22
Unknown
It just really make people think about, about about whether that’s appropriate. Yeah. All right. We’ve covered a lot of ground here today, John, and I appreciate you sitting down with us. And we covered a wide range of topics. Is there anything that we missed during this conversation or anything that you’d like to, kind of expand on in terms of messaging?
00;43;14;24 – 00;43;41;27
Unknown
You know, let people know what’s going on. Two areas come to mind. One is we’re starting to work with high schools across the state of Illinois. The other one is is the developing partnership with the casinos. And I’ll start with the casinos first, the casinos, every March, providers across the state of Illinois go into the casinos and connect with people throughout the day.
00;43;41;29 – 00;44;17;28
Unknown
We are expanding that through responsible gift giving and doing that on December 11th across the state of Illinois. So providers will fan out to different casinos, some that have been operating for decades and some that have just started operating over the past few months. Again, the South End in Chicago and the one in Rockford and and will be in the casinos and and it’s important casinos have been and are terrific partners in this effort, to, raise awareness and educate people.
00;44;17;28 – 00;44;39;27
Unknown
So it’s really important for us to recognize and thank the casinos across the state of Illinois. When, when we when we put out the call and made the ask, there was an immediate response and a resounding, sure, come on in. So now we’re getting into those casinos, more often. And that goes back to what we were talking about before.
00;44;39;27 – 00;45;19;17
Unknown
As we we need to connect with as many people as possible, all of the folks in the state of Illinois. And yet we we also need to make sure that we’re connecting with them. Five, seven, ten times and then able to have those specific conversations one on one. So that’s one is casinos and then high schools. Again, you know, gambling, is, is 21 and up and scratch offs or 18 and up and yet, there’s a lot of, education that we need to do with parents and with educators and, and then with students who might be 14 or 15 or 18 in high school.
00;45;19;17 – 00;45;44;05
Unknown
So this idea of don’t bet your future and really getting involved and into the high school. So chestnut down downstate Metro East Saint Louis is working with a couple of high schools closely, and we’re really trying to amplify the work that is being done by providers, such as Chestnut and Gateway and way back in and really get into the schools.
00;45;44;05 – 00;46;09;13
Unknown
So we have an agreement now with the Illinois High School Association, HSA, and we’re one 800, all 800 high schools in the state. And, we’ll be, connecting with them on a more meaningful level. So that’s a that’s a nascent program that’s that’s really starting to get going across the state. And the next step is to get deeper within each of of the high schools.
00;46;09;15 – 00;46;44;23
Unknown
So that’s something we see is, is is a tremendous opportunity to grow. Yeah. To me, I think that’s one of the more important demographics that we really drive home messaging to, because it can get to them to think that the young people in that age category are not batting on some level. I think it’s reckless thinking, really have to anticipate they’re bombarded with these messages from, you know, the sports betting houses, they see it all the time.
00;46;44;23 – 00;47;07;06
Unknown
You can’t watch a, game or anything on television without seeing the advertising. So the more we can get in front of that age demographic and and start, getting them to a point where they’re thinking about, the behavior that they’re engaging in, it’s it’s going to benefit us down the road. So I applaud that as a target area.
00;47;07;09 – 00;47;47;24
Unknown
Yeah. To go after it, if we’re talking, let’s let’s pull sports out of it and just talk about gaming, video gaming. Yeah. The numbers are north of 80% of high schools. Students, that that participate in video games, fairly regularly. And, the numbers I, if my memory is correct, 40% or more are involved in gaming daily and and so so whatever game folks are playing, these are not necessarily sports games, but is gaming broadly there there is skill in those games.
00;47;47;27 – 00;48;15;10
Unknown
There is also reward for reaching certain levels. So that’s important for people to start realizing. Okay. Is it, you know, is it could this lead to a problem and or an issue later on? And to recognize the signs? Right. It’s that it’s that rush. It’s that digital dopamine and then on the sports betting side, to your point, you watch a game.
00;48;15;12 – 00;48;45;28
Unknown
And as you noted, people are talking about the line and there are games within games. How many times now have we seen this shift to a a reward by player or or reward by quarter, you know, in some type of, of sporting event. So watch it for enjoyment, watch it for pleasure. And, and now we’re getting into this.
00;48;45;28 – 00;49;17;23
Unknown
It’s not just that overall game but it might be the number of passes completed by a quarterback or the number of three pointers hit by a certain player and then again by segment. And so it just makes that to some, it makes the game much more interesting. It also just raises the, the, it raises the what’s the word I’m looking for shame, the anxiety around that.
00;49;17;27 – 00;49;56;01
Unknown
You know, in that that game that you’re engaged with and involved in. Yeah. For sure. So, that’s great news though, that, that we’re focused in or we’re going to be focusing more and more, in that demographic. So I’m excited about that. Yeah, yeah, you should end with that. It’s wonderful to be able to and through the state of Illinois and Idcs and all of the providers, you know, we’re we’re really reaching all corners of the state and various, demographic groups and across, you know, all ages.
00;49;56;01 – 00;50;27;23
Unknown
And to your point, it’s important to reach those people who are of age 18 for scratch offs, 21 for legalized gambling, but also those people who might be at risk for their off legal age. So we’re we’re encouraged by the ability and and frankly, again, the casinos see a little high school association, the college, the universities, people are really receptive to the need to raise awareness and educate people that if you can’t stop betting, stop.
00;50;27;23 – 00;50;54;27
Unknown
Are you really winning? Call one 800 gambler. What a great place to end. Janet, appreciate you coming on the show again and sharing with us an update. Not only of A5, digital and branding, but also what’s going on around the state. I thank you so much, Shane. Appreciate all that you do. On and offline. But, congratulations on the success here of wager danger.
00;50;54;27 – 00;51;21;26
Unknown
And always an honor and a pleasure to see you. We love hearing from you. So please take a moment to like, share and comment on our podcast. You can reach out to us directly via email at Wager Danger at Gateway Foundation dot com. Look for us on Facebook and Twitter at Recover Gateway, on LinkedIn at gateway Dash Foundation, or through our website at Gateway foundation.org.
00;51;21;29 – 00;51;47;29
Unknown Wager danger is supported through funding and whole or in part through a grant from the Illinois Department of Human Services and the Division of Substance to Use Prevention and Recovery. And remember, recovery is a lifelong process. If you are a family member is struggling with a gambling problem. Call gateway at (844) 975-3663 and speak with one of our counselors for a confidential assessment.
Gaming Culture’s Influence on Adolescents and Young Adults | Dr. Serena King
