Social Impact Campaigns Benefit Everyone
Sports betting is in the spotlight again as the dust settles after the Super Bowl and excitement ramps up for March Madness. Across the U.S., the sports betting industry is growing exponentially, fueled by widespread legalization and an ever-expanding digital ecosystem. In fact, $120 billion in bets were made in 2023. While some feel this surge presents economic opportunities, it also introduces critical challenges — most notably, the rise of problem gambling.
At Russell Herder, we understand that public awareness campaigns can make a tangible difference when addressing social issues like this. Drawing inspiration from last year’s blog, “What CEOs Can Learn from March Madness,” we’re revisiting the topic with a deeper focus on the link between sports betting and community responsibility.
Accessibility to sports betting has fueled participation nationwide. The ease of placing a quick bet on your phone is normalizing gambling behavior and has even diverted disposable income that some individuals would normally use to invest in the stock market. Social influence has emerged as a significant driver — betting is increasingly perceived as a communal activity influenced by peer pressure and group dynamics. Additionally, there is a notable lack of awareness regarding what constitutes problem gambling, underscoring the need for proactive education.
These findings reinforce the importance of targeted messaging that doesn’t just inform but also resonates emotionally and culturally. With Just Ask and Get Gambling Help, we’ve spearheaded impactful campaigns that address problem gambling. It is a two-pronged approach that offers information for the curious and recovery resources for those struggling with an active gambling disorder.
Through strategic education efforts and supported by our own research, we have broken down the warning signs of problem gambling, making the issue relatable and actionable. Our focus on engaging a younger audience through platforms like Snapchat has enabled us to reach the demographics most vulnerable to developing harmful gambling behaviors through app-based sports betting. This is based on our findings that the mean age for beginning gambling habits in Minnesota is 23 for males and 25 for females. In addition, males, younger adults (18-45) and individuals who identify as BIPOC are more likely to agree gambling is a willpower problem. Our second approach directly targets those who need immediate help with their problematic gambling habits.
But of course, there are more issues in the world than the effects of sports betting on our society. This is where you come in. Your organization can use its influence and reach to support community well-being and drive change. Whether it’s by sponsoring public awareness initiatives, local outreach programs or integrating sustainable practices into their business models, they all can create a positive social impact. Aligning with meaningful causes builds trust and goodwill while also demonstrating commitment to social responsibility. Proactively addressing problems is not just an ethical choice – it’s a strategic one.
At Russell Herder, we believe that thoughtfully crafted campaigns can drive meaningful change. Focusing on prevention, education and support, we’re helping navigate the challenges of sports betting and other social issues while empowering individuals to make healthier choices.
How do you leverage your brand’s or organization’s influence to create a positive social impact?
