It is easy to get caught up in the material things a person can lose when dealing with a gambling addiction, but the Quebec Health Ministry campaign shows that there are more meaningful things lost along the way. In this case, these lost things are cherished moments that can never be gained back, no matter how many cards are flipped or dice rolled.
Conceived and executed by Lg2, an ad agency based in Quebec City, the Quebec Health Ministry campaign asks gamblers to think differently about their ‘pastime.’ By posing the question "How many moments are you willing to lose?" this ad campaign forces people to figure out their priorities, and fast.
The Quebec Health Ministry campaign was illustrated by Marc Rivest, art directed by Vincent Bernard and photographed by Marc Couture and Benoit Camirand.
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