This high-stakes project was developed as a strategic response to a Request for Proposal (RFP) for the Massachusetts Gambling Hotline. The campaign, "Let’s Get Real About Gambling," utilizes narrative-driven design to address the complex realities of gambling addiction through a comprehensive multi-channel advertising strategy.
Project Overview
The core of this campaign is visual storytelling. Rather than traditional "public service" messaging, each asset was designed to depict the authentic, often difficult struggles associated with addiction. By leveraging design psychology and audience data, I created a narrative arc that moves viewers from recognition to action.
The Innovative Pitch: NHL Digitally Enhanced Dasherboards (DEDs)
A key requirement of the RFP was a "one innovative ad idea." My pitch leveraged the NHL’s Digitally Enhanced Dasherboards (DEDs).
The Strategy: By placing the "Let's Get Real" messaging directly onto the digital boards during live broadcasts, we reach the target demographic—sports fans and potential bettors—in real-time.
The Impact: This approach allows for dynamic, contextually relevant storytelling that integrates seamlessly into the viewing experience, providing a "reality check" at the very moment engagement with gambling is highest.
Multi-Channel Deliverables
Digital & Social Media: Designed a series of narrative "snapshots" for social platforms that highlight the hidden costs of addiction beyond just finances.
Out-of-Home (OOH) & Print: Developed large-format posters and billboards with high-contrast, emotionally resonant imagery designed to stop foot traffic and provoke reflection.
Presentation Design: Authored a comprehensive visual deck for the final RFP pitch, synthesizing complex demographic data, budget allocations, and creative strategy into a winning narrative. graphicdesigner designer Multi-channeladvertising printdesign digitaldesign…This high-stakes project was developed as a strategic response to a Request for Proposal (RFP) for the Massachusetts Gambling Hotline. The campaign, "Let’s Get Real About Gambling," utilizes narrative-driven design to address the complex realities of gambling addiction through a comprehensive multi-channel advertising strategy.
Project Overview
The core of this campaign is visual storytelling. Rather than traditional "public service" messaging, each asset was designed to depict the authentic, often difficult struggles associated with addiction. By leveraging design psychology and audience data, I created a narrative arc that moves viewers from recognition to action.
The Innovative Pitch: NHL Digitally Enhanced Dasherboards (DEDs)
A key requirement of the RFP was a "one innovative ad idea." My pitch leveraged the NHL’s Digitally Enhanced Dasherboards (DEDs).
The Strategy: By placing the "Let's Get Real" messaging directly onto the digital boards during live broadcasts, we reach the target demographic—sports fans and potential bettors—in real-time.
The Impact: This approach allows for dynamic, contextually relevant storytelling that integrates seamlessly into the viewing experience, providing a "reality check" at the very moment engagement with gambling is highest.
Multi-Channel Deliverables
Digital & Social Media: Designed a series of narrative "snapshots" for social platforms that highlight the hidden costs of addiction beyond just finances.
Out-of-Home (OOH) & Print: Developed large-format posters and billboards with high-contrast, emotionally resonant imagery designed to stop foot traffic and provoke reflection.
Presentation Design: Authored a comprehensive visual deck for the final RFP pitch, synthesizing complex demographic data, budget allocations, and creative strategy into a winning narrative. graphicdesigner designer Multi-channeladvertising printdesign digitaldesignWW…