Asian American Campaign
In August 2023, OPGS wrapped up the Asian American Campaign with over 36 million impressions across multiple media channels. The campaign was an overwhelming success, and focused on de-stigmatizing problem gambling by providing culturally appropriate and linguistically relevant resources for individuals and loved ones.
17 out of the 21 Massachusetts cities with the largest Vietnamese, Chinese, and Korean populations are within 15 miles of a casino.
There is absence of culturally-relevant entertainment options in Asian American communities
The casinos promote directly to Asian American populations by offering culturally-relevant entertainment, language accessibility, and luxury
Recent immigrants and older adults are especially likely to feel isolated and therefore are more susceptible to casino promotions with culturally-relevant marketing
A Culturally-Responsive Approach
The Asian American Campaign was designed to build awareness around gambling addiction and help individuals and their loved ones identify problem gambling warning signs and risks, and access the resources needed to seek help.
Culturally appropriate and linguistically relevant messaging was deployed across numerous in-person and digital media channels, including social media posts, public flyers, digital ads, bus tail placements, newspaper postings, and more. These messages were provided in Chinese, Korean, Vietnamese, and English, and displayed in environments frequented by Asian American populations.
The Asian American Campaign brought in over 15,000 new website visitors to the Office of Problem Gambling Services webpage.
Check out some of the campaign’s media activities below!
Want to learn more? Check out our website at mass.gov/orgs/office-of-problem-gambling-services
© 2022 MA Office of Problem Gambling Services
