The Illinois Department of Human Services is leveraging multilingual ads across diverse Chicago neighborhoods to achieve maximum campaign reach.
Although not a substance-based addiction, gambling addiction can wreak havoc on someone’s life with particularly high risk among those with other addiction struggles or in low-income neighborhoods.
Over 80% of Americans gamble in some way every year and 3-5% of Americans are estimated to have a gambling problem.
As is the case with other forms of addiction disorders, treatment programs offered through state-sponsored initiatives often go undiscovered.
This campaign from the IDHS uses a network of JCDecaux ad panels that infiltrate Chicago neighborhoods at eye-level, asking viewers to consider their own relationship with gambling and inviting them to call or go online for information about available resources.
The inclusion of non-English copy significantly extends the reach of these ads into Chicago’s largest ethnic enclaves and reflects the reality that addiction does not have a sole identity.
Consumer insights from OAAA and Morning Consult reflect particularly high impact for OOH ads among multicultural consumers compared to US adults, with favorability toward OOH over indexing for Asian Americans (+8%) and Hispanic Americans (+14%).
Learn more about available resources for gambling addiction offered through the IDHS here.