Province Launches Problem Gambling Marketing Campaign

New radio, TV and print advertisements will be among the measures used to encourage Nova Scotians who are at-risk of developing a gambling problem, and those who already have problems, to get the help they need.

Barry Barnet, the Minister of Health Promotion and Protection, officially launched the new provincewide marketing campaign today, Sept. 26, at Province House.

"We are committed to reducing the number of problem gamblers in our province," said Mr. Barnet. "This campaign will stop problem behaviour before it starts by targeting those who are most at risk and enlisting the support of their friends and family in supporting them get the help they need."

In 2005 the province announced A Better Balance: Nova Scotia's First Gaming Strategy. Prevention is a key element of the strategy.

The new marketing campaign targets Nova Scotians aged 19 to 34 who are at risk of developing a problem and also encourages current problem gamblers to seek help. A series of television and radio advertisements will air around the province and print ads will be placed in strategic locations to directly appeal to the target audience.

"This is a comprehensive campaign that was well researched to ensure our messages are the most effective they can be," said Robert Graham, problem gambling manager with the Department of Health Promotion and Protection. "We are confident this campaign will touch those Nova Scotians who are at risk and encourage them to re-evaluate their gambling habits while providing information to those who already have problems and need help."

Allura Communications and Marketing of Halifax developed the campaign based on research collected by Focal Research. Focal Research conducted a series of focus groups and surveyed Nova Scotians around the province. The ads and accompanying website www.yellowflag.ca will begin this week.