Colorado's problem gambling prevention coalition earned national recognition for a digital campaign that generated over 15 million impressions using geotargeting and multi-channel messaging.
Apr 23, 2026 · 8 min read
The Problem Gambling Coalition of Colorado has been recognized with the National Council on Problem Gambling's 2025 Affiliate Public Awareness Award for an innovative digital campaign that reached millions of state residents through strategic technology deployment and cross-platform messaging.
The award-winning "You Have the Power to Stop the Show" campaign, launched in 2024 under PGCC President Jamie Glick, generated over 15 million impressions and approximately 300,000 clicks to the Coalition's website while increasing calls to the National Problem Gambling Helpline.
The Coalition's approach centered on geolocation technology to deliver targeted messaging to casino visitors, though not immediately upon their visit. Instead, the campaign strategically delayed messaging delivery to coincide with moments of potential reflection.
"A lot of our research found that the next day is really the most important time to target someone who may be struggling."
— Jamie Glick, LCSW, LAC, ICGC-I
This geotargeting strategy formed part of a broader multi-channel distribution approach developed in partnership with creative agency Idea Marketing. The campaign's flagship element was a 32-second commercial featuring a magician making gambling-related items disappear before an audience member chooses to leave the performance and close the curtains.
The Coalition deployed this content across billboards, college campuses, social media platforms, and bathroom stalls – locations selected through research identifying where target audiences could be reached most effectively.
"Some people aren't on social media, and some wouldn't see the commercial for whatever reason. That's why we felt that several types of media were important."
— Jamie Glick
15 million
Campaign impressions generated
300,000
Clicks to Coalition website
32 seconds
Duration of flagship commercial
2,020
Year Inspire Health launched
2,024
Campaign launch year
2,025
Award recognition year
Glick's entry into problem gambling prevention began through his broader mental health practice. In 2020, he launched Inspire Health and Performance, providing performance therapy for athletes and business leaders. Early client encounters with gambling issues revealed gaps in his professional preparation.
"As I started working in this space, I realized problem gambling treatment was very specialized. There's just not enough trained professionals and there's not enough attention being put towards problem gambling."
— Jamie Glick
When Glick initially contacted the Problem Gambling Coalition of Colorado about training scholarships, then-President Peggy Brown posed a direct challenge that redirected his career trajectory.
"She essentially asked me what I was doing with my life."
— Jamie Glick
This confrontation, combined with Glick's personal experiences with gambling, motivated his deeper commitment to the field and pursuit of specialized certification.
Professional Certification Requirements
Problem gambling treatment requires specialized credentials beyond standard mental health training. The International Certification & Reciprocity Consortium (IC&RC) offers the International Certified Gambling Counselor (ICGC) credential, which requires specific coursework, supervised experience, and examination completion. Many states also require additional licensing for gambling addiction counselors separate from general substance abuse certifications.
The Coalition's award-winning campaign emerged from extensive research identifying optimal timing, placement, and messaging formats. The team recognised the need for content that could capture limited attention spans whilst promoting awareness of available resources without stigmatisation.
The campaign's visual metaphor – a magician's performance that audience members could choose to exit – reinforced the central message that individuals experiencing gambling problems possess agency to seek help and change their circumstances.
The campaign built awareness of problem gambling resources without stigma or shame, meeting Coloradans in digital and real-world spaces that are part of their everyday lives.
Campaign Effectiveness Measurement
Prevention campaigns should establish baseline metrics before launch, including helpline call volumes, website traffic patterns, and brand awareness surveys. Track engagement rates across different platforms to identify which channels perform best for specific demographics. Consider using unique tracking codes for each placement to measure attribution accuracy and optimize budget allocation for future campaigns.
Beyond geotargeting, the Coalition's approach reflects broader industry recognition that prevention messaging must evolve alongside gambling access methods. Glick emphasises the necessity of embracing emerging digital platforms and strategies to maintain relevance with changing audiences.
"If we don't do it, we'll get left behind."
— Jamie Glick
This technology-forward approach acknowledges that casino visitors don't universally experience gambling problems, but creates opportunities for behavioural reflection at strategically chosen moments when messaging might prompt help-seeking behaviour.
Geotargeting Technology Considerations
Mobile advertising platforms like Google Ads and Facebook offer radius-based targeting around specific coordinates, while more advanced solutions can create custom audience segments based on visitation patterns. Privacy regulations vary by state, with some requiring explicit consent for location-based advertising. Campaign budgets for geotargeted ads typically require 20-30% higher cost-per-click rates due to increased targeting specificity.
For professionals entering the problem gambling prevention field, Glick advocates for humility and active listening as foundational approaches.
"I would ask them to listen and come with a tremendous amount of curiosity; listen to those who are in recovery, listen to those who are struggling, listen to those who have been in the space for a long time and really pull from their knowledge."
— Jamie Glick
Training Resources Available
The National Council on Problem Gambling offers online certification courses starting at $150 for basic awareness training. Many state coalitions provide scholarship funding for advanced certifications. The International Centre for Youth Gambling Problems offers specialized training for adolescent populations. Professional development should include trauma-informed care principles, as gambling disorders frequently co-occur with other mental health conditions.
The Coalition received the NCPG Affiliate Public Awareness Award at the 2025 NCPG Annual Conference, joining a select group of organisations recognised for outstanding prevention campaign development. The annual award highlights innovative approaches to public education about gambling-related harm.
The NCPG's recognition program showcases leadership, innovation, and dedication advancing problem gambling prevention and treatment across diverse professional communities working to reduce gambling-related harm nationwide.
Warning
Prevention campaigns must comply with state advertising regulations and avoid targeting exclusion list participants. Some states prohibit prevention messaging that could be perceived as promoting gambling venues. Organizations should consult legal counsel when developing geotargeted campaigns to ensure compliance with consumer protection laws and data privacy requirements.
Colorado's success demonstrates how problem gambling prevention organisations can leverage sophisticated digital marketing techniques traditionally associated with commercial gambling promotion. The campaign's geotargeting approach represents a strategic inversion – using location-based technology to promote help-seeking rather than gambling engagement.
The multi-platform distribution strategy addresses a critical challenge in prevention messaging: reaching diverse populations across varied media consumption patterns. By combining traditional outdoor advertising with digital platforms and unconventional locations, the Coalitionion maximised exposure whilst maintaining message consistency.
The timing element of the geotargeting strategy – delivering messages the day after casino visits rather than immediately – reflects nuanced understanding of gambling behaviour and optimal intervention moments. This approach balances respect for individual autonomy with strategic intervention timing. For other state-level prevention organisations, Colorado's model suggests that technology adoption and multi-channel messaging can significantly amplify campaign reach and effectiveness when grounded in behavioural research and strategic planning.
Colorado's campaign demonstrated significant success with over 15 million impressions and 300,000 website clicks using geotargeting technology. The delayed messaging approach, targeting individuals the day after casino visits rather than immediately, proved more effective for encouraging reflection and help-seeking behavior.
Specialized training beyond general mental health credentials is essential, including certifications like ICGC-I (International Certified Gambling Counselor). Many professionals enter the field through existing mental health practice but require additional education due to the specialized nature of gambling addiction treatment.
Research showed that different populations consume media differently - some people avoid social media while others might not see television commercials. The multi-channel approach including billboards, college campuses, and even bathroom stalls ensured broader reach across diverse demographics.
Success requires combining behavioral research with strategic technology deployment and multi-platform messaging. Organizations should focus on timing intervention messages for maximum impact, invest in creative partnerships, and ensure campaigns promote help-seeking without stigmatization.
According to NCPG.
Written by
Viktoriia KononovaContent Partnership Manager
Viktoriia has been with We–Right™ Factory since 2022, managing content partnerships across regulated iGaming markets. With a copywriting background, she understands both the creative and compliance sides of iGaming content production. On the blog, Viktoriia writes about responsible gambling content, regulatory alignment, and practical challenges of producing content for multiple jurisdictions.
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