As legalized gambling has expanded across Michigan, high-frequency advertising now saturates media channels, often targeting the most vulnerable audiences. Young men aged 18-24 face the highest risk, with research showing that one in five people with a gambling disorder have attempted suicide, and up to half have experienced suicidal ideation. The dangers go far beyond financial harm, with strong links to depression, substance use, domestic abuse, and suicide.
The Michigan Gaming Control Board (MGCB) launched the Don’t Regret the Bet campaign in partnership with King Media to address this public health challenge. Our mission was to create lasting impact by sparking positive change, amplifying the MGCB’s resources, and encouraging help-seeking behaviors before problems escalate.
Campaign goals:
Every element—from creative concepts to media placement—was built to connect with high-risk audiences in a relatable, stigma-free way, aligning with the Shorty Awards’ ethos: “not for likes, but for lasting impact.”
Identifying the Mental Health Risk
Problem gambling is not simply a financial issue—it is a significant mental health concern. Over 60% of problem gamblers have a co-occurring mood disorder, with many experiencing suicidal thoughts or attempts. MGCB and King Media recognized the need to meet people where they are, both digitally and physically, with targeted, stigma-free messaging designed to interrupt harmful behaviors and encourage early intervention.
Data-Driven Creative Strategy
We used robust research tools including comScore, Nielsen, Scarborough, and MGCB-provided audience data to identify target demographics and select the most effective media channels. Audiences included sports bettors, recent casino visitors, and those in high-exposure moments such as major sporting events.
Platform-Optimized Messaging
Our statewide, year-round approach combined broad awareness with deep targeting, integrating digital, audio, video, and out-of-home channels. Creative was approachable yet impactful, reinforcing that help is accessible without judgment. A wide array of video, static image, and audio specifications were used across every channel referred to in this submission
Overcoming Targeting Challenges
One of our greatest challenges was reaching young men ages 18-24, a demographic highly engaged in sports betting but less responsive to traditional responsible gaming messages. This required continuous monitoring of digital performance, with real-time adjustments to copy, creative, and targeting. By testing different messaging angles and creative executions, we identified the approaches that resonated—allowing us to refine reach, improve engagement, and maximize impact with this elusive audience.
Driving Action Through Integration
Every placement directed audiences to DontRegretTheBet.org, a centralized hub offering interactive quizzes, downloadable resources, and the Problem Gambling Helpline. These tools were designed to help individuals identify early warning signs, understand the mental health risks of problem gambling, and connect with confidential support. By positioning the call to action as an empowering choice—not a reprimand—the campaign encouraged audiences to take control of their well-being.
A Targeted Intervention that Resonates
Don’t Regret the Bet was built to do more than raise awareness—it was designed as a public health intervention to address the mental health consequences of problem gambling. By pairing relatable storytelling with precision timing—in venues, on personal devices, and across multiple stages of a betting decision—we reached audiences in both their moments of excitement and reflection. Venue-specific tactics at MSU, UofM, and Tigers events delivered real-time engagement when betting activity spikes. Early-month outreach aligned with payment cycles, and post-event retargeting several days later reinforced help-seeking behavior at times of heightened vulnerability.
Don’t Regret the Bet met and exceeded its objectives, delivering measurable progress toward reducing the mental health risks associated with problem gambling while amplifying the MGCB’s resources statewide.
Across platforms, the campaign achieved over 166 million impressions, ensuring widespread visibility in both high-risk and general population settings:
Most importantly, the campaign achieved early behavioral change indicators. According to MDHHS, calls to the Problem Gambling Helpline declined nearly 20% during the campaign period. The percentage of callers who went on to seek treatment or attend support groups rose to 19%.
These outcomes signal more than awareness — they represent earlier intervention, stronger engagement with mental health resources, and lives potentially saved. By pairing high-impact creative with precise targeting, Don’t Regret the Bet fulfilled its mission of sparking positive change and delivered on the Shorty Awards’ vision: “not for likes, but for lasting impact.”
