Mobile Crisis Services

Mobile Crisis Services, Inc. is a non-profit community-based organization. It provides integrated social and health crisis intervention services 24 hours a day, seven days a week. They are also responsible for Saskatchewan’s Problem Gambling Hotline. Mobile Crisis Services is committed to community health and the development of supportive communities.

Mobile Crisis Services

Mobile Crisis Services, Inc. is a non-profit community-based organization. It provides integrated social and health crisis intervention services 24 hours a day, seven days a week. They are also responsible for Saskatchewan’s Problem Gambling Hotline. Mobile Crisis Services is committed to community health and the development of supportive communities.

The Challenge

The Saskatchewan Problem Gambling Hotline offers many resources and services. They help individuals and families affected by problem gambling. Our goal was to make at-risk gamblers aware of the support services available to them.

Our Solution

We knew the ads needed to be bold to stand out in a very busy online environment. We also knew Saskatchewan residents like humour in advertising. Our key messaging would have to resonate with gamblers and inspire them to learn more. A/B testing allowed us to experiment with a direct approach that referred to a “gambling problem”. Our second, more indirect approach, referenced a “struggle with gambling”. Testing demonstrated the direct approach would generate more clicks at a lower cost.

The Work

A full suite of digital ads were developed, including static and video applications. We also created web content that explained the campaign to online users and media outlets.

The Results

This campaign successfully reached a qualified audience. These numbers don’t only represent clicks or website visits; they carry implications for real people!

80% of website visitors found the page of resources via paid advertising.
15% of the website sessions resulted in interactions with other pages, like “call or text” and “email support”.

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