The Wisconsin Lottery was a recipient of a 2021 Batchy Award at the North American Association of State and Provincial Lotteries AGM for its commitment to responsible gambling awareness.
The Lottery received the award for the “It’s Not So Easy to Hide” campaign, which focused on responsible gambling. Produced in collaboration with the Wisconsin Council on Problem Gambling, the advertising initiative was designed to raise awareness and remind customers of the tools and resources available to help against gambling harms.
Considered one of the most prestigious awards a lottery can receive, the Batchy Awards honour the memory of Ralph Batch, a ‘champion of quality lottery advertising.’ The awards are selected, judged upon, and presented by peers across state lotteries and recognise outstanding advertising campaigns.
“This award is a great honour,” said Wisconsin Lottery Director Cindy Polzin. “It’s a reflection of the creativity and integrity of our staff and a wonderful example of the long-standing partnership we have with the Wisconsin Council on Problem Gambling.”
Created by the Milwaukee agency, Creative Marketing Resources, the year-round “It’s Not So Easy to Hide” campaign began in March of 2021 to mark the US’s Problem Gambling Awareness Month. Over 3,600 Lottery retailers were involved in the delivery of the multi-media campaign.
As well as collaborating to produce the award-winning campaign, the lottery and WCPG have had a working relationship for over a decade. Throughout the association, over $4.2m has been committed to responsible gambling education events and resources.