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BCLC begins sports betting campaign

The British Columbia Lottery Corporation has begun a new campaign aimed at sports bettors. The campaign, developed by PS&Co Brand Studio, is in support of the corporation’s GameSense program and, according to the agency, “highlights the connection betwwen athletes and sports bettors.” It is also intended to promote gambling literacy and “healthy play behaviours.” The campaign consists of two videos depicting sports-related gambling harm. The ads, called “Football Pressure” and “Basketball Timeout,” are running on television and online in British Columbia. The campaign also includes radio, digital, out-of-home and social media advertising. Cossette is handling media planning and buying.

“Athletes use strategies before and during games to prepare properly and protect themselves,” said James Bateman, creative director at PS&Co. “The campaign creative highlights the parallels between the actions taken by athletes and sport bettors in a way that sports fans will recognize and relate to.”

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