# Gambling Moments Ads The Quebec Health Ministry Campaign Forces Bettors to Re-Prioritize Lives By Meghan Young | Published 2012-01-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/quebec-health-ministry-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/01/quebec-health-ministry-excessive-gambling/) & [lg2](http://www.lg2.com/) It is easy to get caught up in the material things a person can lose when dealing with a [gambling addiction](https://www.trendhunter.com/trends/mgm-emotional-loyalty), but the [Quebec Health Ministry](https://www.trendhunter.com/trends/bill-the-maple) 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](https://www.trendhunter.com/trends/make-special-happen), 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. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 32% | Activity: 9% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Gambling Addiction Awareness:** Opportunity for disruptive innovation: Develop innovative interventions and support systems to raise awareness and combat gambling addiction. - **Behavioral Change Campaigns:** Opportunity for disruptive innovation: Create compelling campaigns that challenge individuals to re-evaluate their choices and prioritize meaningful moments over addictive behaviors. - **Emotional Appeals in Advertising:** Opportunity for disruptive innovation: Explore new ways to elicit emotional responses in advertising to convey the consequences of destructive behaviors and drive behavior change. ### Where This Applies - **Healthcare:** Opportunity for disruptive innovation: Develop technology solutions and interventions to address gambling addiction within a healthcare context. - **Advertising and Marketing:** Opportunity for disruptive innovation: Innovate advertising strategies and campaign approaches that compel individuals to reframe their choices and priorities. - **Gaming and Entertainment:** Opportunity for disruptive innovation: Implement responsible gambling initiatives and innovative gaming experiences that reduce the risk of addiction and promote well-being. ## Related on Trend Hunter - [Canadian Sports Betting Campaigns](https://www.trendhunter.com/trends/get-into-bet-mode.md) - [Mental Health Campaigns](https://www.trendhunter.com/trends/no-one-is-left-behind.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Heartwarming Social Good Ads](https://www.trendhunter.com/trends/moments-that-count.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Mobile Device Addiction Campaigns](https://www.trendhunter.com/trends/mobile-device-addiction.md) - [Household Expense Ads](https://www.trendhunter.com/trends/what-ai-can-save.md) - [Immersive Memory Loss Simulators](https://www.trendhunter.com/trends/lost-in-the-world.md) - [Humorous Losers-Focused Campaigns](https://www.trendhunter.com/trends/league-losers.md)