In just two years since the legalization of online gambling in Ontario, 24/7 access to betting platforms has deeply embedded sports betting and online gambling into everyday behavior and the risk and harms of gambling often go unnoticed, particularly by young adults. Now, The Responsible Gambling Council is tasked with reaching an audience that doesn’t identify as “gamblers,” and which is dismissive of safety messages, believing skill can overcome chance.

“Gambling thrives on the illusion of control,” says Elaine McDougall, the council’s director of marketing and communications. “We want Canadians, particularly young adults, to recognize how easy it can be to overlook the potential harms of gambling. This campaign is about providing information and resources to help them understand the risks should they choose to gamble.”

In its latest creative, “Randoms,” figures who resemble the green spandex-clad Vancouver Canuck super fans, interrupt games to create chaos, like tripping up a football player headed to the end zone or blocking a shot at the rim of a basketball net.

Created in partnership with Zulu Alpha Kilo, the campaign challenges young adults between 18 and 35 to rethink their assumptions about gambling.

Jenny Glover, chief creative officer at Zulu Alpha Kilo, explains the younger demographic is tough to reach. “Gambling brands heavily promote the fun and excitement of betting, making it easy for our message to be dismissed as a buzzkill,” Glover says. “With randomness, we found a playful yet impactful way to encourage them to recognize the inherent risks in gambling and reconsider their behaviors.”

The campaign features two broadcast commercials – one focusing on sports betting and the other on online gaming – accompanied by a radio spot and social media ads, all driving to gamblingisrandom.ca. The website offers resources to help Canadians recognize the signs of problem gambling, understand the potential harms and access guides for lower-risk play.

The campaign is supported by donated TV and radio media from Think TV and Canadian broadcasters. Over the coming months, The Responsible Gambling Council plans to expand its reach with targeted paid media and organic social campaigns.