It can be all too common behaviour for players to keep gambling after experiencing a loss, thinking it’s the fastest and easiest way to win that money back. But a new campaign from the British Columbia Lottery Corporation (BCLC) is addressing this tactic to help prevent players from losing control in this risky endeavor.

The online campaign, titled “Stop Chasing Losses,” was shot in documentary style and features honest quotes about the rush and spiral of chasing losses. The campaign’s messaging is for players to pay attention to trying to win it all back after a loss.

The campaign’s creative was developed by One Twenty Three West working with the BCLC’s player health brand GameSense. The campaign directs players to GameSense’s website where they can learn about chasing losses and strategies to retain control on their gambling.

The campaign launched on Feb. 15 via online video, on Spotify, and across display banners and social media posts.

“We knew our target wouldn’t think our message was ‘for them,’ even though it was – they don’t see themselves as having a problem,” One Twenty Three West creative director Kate Roland says. 

“Instead of a brand telling players to pay more attention to their behaviour, we gave their peers a voice, showing that taking back control is possible.”

Roland adds that she hopes the message it sends to players is that chasing losses isn’t a skill or trick, but is instead common, risky behaviour that can easily become a problem. At the same time, the campaign is intended to show that taking back control is possible, and to encourage fun and responsible gambling.

“The research mentioned earlier also told us that these players like to maintain a sense of control in their lives,” Roland says. “This control carries over to their gambling behaviour in the form of limits and permissions they have set for themselves. They believe they know gambling, and gambling is not risky for them – only others.”