Play It Forward

The Challenge

BCLC has generated billions of dollars to benefit British Columbia for the past 30 years. The problem? Despite a mandate to increase revenue for the Province, a negative public perception and stigma towards gambling meant growth was thwarted. Millions of dollars were being left off the table.

The immediate goal was to educate the public and rally employees on the positive impact of BCLC within the Province. Ultimately the objective was to change the conversation. Only then would the Province be unified in supporting the growth of the organization and industry.

The Solution

Through a deep investigative process, the insight of ‘growth for good’ emerged. An insight that justified how the growth of BCLC, meant a growth in dollars benefiting the Province. Articulated through the creative platform of ‘Play It Forward’ the platform was able communicate how every single time someone played, the proceeds went back into their Province.

The Work

The Results

Although the whole Play It Forward campaign recorded more than 10.3 million impressions,1.2 million video views, 940,000 article impressions, and 10,100 article reads, the real measure of success came from a huge shift in public opinion and one city, which issued a call to have a casino situated downtown. People felt more informed and more in agreement that the gambling industry provides benefits to the Province: increasing by 43%.