Lotería de la Ciudad
The exit is this way campaign
Context
Going to the casino guarantees enjoyment and a great time for many players, but not for others. This is due to the fact that a sizable portion of gamers who frequent gaming establishments are addicted to gambling; these players are unaware of this until gambling starts to cause problems for them.
Although the City Lottery has policies and a phone line for prevention and guidance, this information is generally requested by close friends or family members in very advanced stages, not by potential victims.
Solution
Make a direct impression on players by bringing the prevention message to the gaming rooms. There, players can recognize early warning signs of gambling addiction and seek help before the issue becomes more challenging to handle.
How we did it.
We created a campaign with two clear objectives: one, to inform through assertive messages about clear indicators to take into account when gambling becomes a problem, so that, if they felt identified with the messages, they would know where to ask for help.
The pieces of this campaign were captured on an aesthetic that imitates the use of emergency exit signage as a graphic resource and located with reliable signage in each location in order to lead the problem player to «find the exit» quickly by association with this signs. Several graphic pieces from this campaign have been installed at key locations throughout the Argentine Hippodrome in Palermo casino and the floating Casino of Buenos Aires.
