Virginia Beyond the Bet Media Campaign

Project Description

The Beyond the Bet media campaign was designed to reach young adults across Virginia, particularly those engaging in sports betting. This population includes college students andyoung professionals, who are increasingly targeted by online sports betting platforms. Messaging was tailored to resonate with this age group and increase awareness of risks, warning signs, and available help.

Developed with input from a Community Services Boards (CSB) advisory committee, the campaign includes a customizable toolkit for use by CSBs and community partners. This toolkit features a wide range of media materials (including social media posts, bus boards, billboards, flyers, brochures, rack cards, and wallet cards) all designed to increase awareness of the risks and warning signs of problem gambling while promoting responsible gambling behaviors and help-seeking. The campaign meets young adults where they are, using visually engaging, relatable content.

The desired outcomes of the campaign include increased awareness of problem gambling risks among young adults, especially those engaged in sports betting. The campaign seeks to:

• educate young adults about the risks of gaming and gambling,
• help young adults recognize warning signs of disordered gambling,
• normalize conversations about responsible gambling habits, and
• increase awareness of treatment and support resources for problem gambling.

Success will be measured through media analytics (e.g., impressions, engagement rates), CSB-reported distribution and use of the toolkit, and potential increases in traffic to help resources. Virginia’s Young Adult Survey, a biennial survey of young adults ages 18-25, also incorporates key indicators related to problem gaming and gambling that will allow for the evaluation of the impact of problem gambling prevention efforts, including the media campaign, over time.