The Challenge
Youth gambling is a growing but often hidden issue. In Washington, one in three teens has gambled in the past year and one in 12 shows signs of a gambling problem.
Reaching this audience presented another challenge. Teens are difficult to reach through traditional advertising and are often skeptical of messages that feel like ads. We needed to build awareness in the places gambling behaviors increasingly show up, like mobile games and social media, without relying on conventional targeting methods.
The Strategy
We developed an integrated digital campaign designed to reach teens and young adults through the platforms, creators and online environments already relevant to them.
The campaign brought together a new youth-focused brand and website, programmatic advertising within mobile apps, and partnerships with gaming creators who could introduce the issue through voices their audiences already trusted.
Rather than simply telling young people not to gamble, the campaign focused on helping them recognize how gambling mechanics can show up in games, apps and other everyday digital experiences.
My Contribution
As the day-to-day account lead, I own the client relationship and lead execution of the $250,000 campaign, managing timelines, deliverables and teams across creative, paid media and influencer work. I also led the brand development process, from writing the creative brief and onboarding partners to coordinating the designer, copywriter and client. Throughout the campaign, I’ve helped shape strategies to reach a difficult youth audience, including gaming creator partnerships and location-based programmatic advertising.
The Work
Brand + Website
Facilitated the development and launch of Don't Get Played, including the campaign's visual identity, "Brian the Brain" mascot and dedicated website. I developed the creative brief, onboarded creative partners and managed the process between the client and creative team from concept development through launch.
Influencer Activation
Partnered with 5 gaming creators to bring campaign messaging directly into gaming communities across TikTok, Instagram, YouTube and Discord. We also secured licensing to repurpose select creator content as paid digital ads, extending the life and reach of the partnerships beyond the creators’ organic audiences.
5 TikToks · 2 Instagram Videos · 2 YouTube Shorts · 1 YouTube Integration · 1 Discord Activation
Programmatic Media
I helped shape the programmatic strategy and manage our media-buying partner responsible for placement and optimization. With limited options for directly targeting teens, we focused on mobile apps and geographic areas around Washington school districts to reach younger audiences in relevant digital environments.
The Results
Programmatic impressions
Influencer partnerships
Creator Content Placements
Budget managed
Influencer Video Examples
Brand Guideline Examples
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