College Campaign

OPGS’ College Media Campaign delivers problem gambling awareness ads across social channels frequented by college students and in high-traffic areas on campuses.

On track to reach more than 16 million impressions across all mediums.

Campaign Parameters

Objective: Build awareness around the hazards of gambling,
educate, and encourage interaction with college
students throughout Massachusetts

Primary Audience: MA residents ages 18-24 who are currently enrolled in college

Secondary audience: MA residents ages 18-24 who are not currently enrolled in college and do not have a college degree

Dates Open: November 27 - December 31, 2023

Campaign Approach

Prevent: Introduce risk and warning signs into conversations about gambling among Gen Z’ers
Rethink: Shift perceptions of gambling from a harmless activity to a behavior that has inherent risks

Advertising Channels

The campaign utilizes the following social and on-campus channels to reach its target audiences:

Instagram (English and Spanish)
TikTok (English and Spanish)
Snapchat (English and Spanish)
On campus digital kiosk signage
On campus posters

The campaign launched in November and is on track to reach 16 million impressions across all channels! In just the first few weeks since its launch, the College Campaign has delivered:

More than 485,000 TikTok impressions
More than 405,000 Instagram impressions
More than 151,000 YouTube impressions

Want to learn more? Check out our website at mass.gov/orgs/office-of-problem-gambling-services