NCPG

Learn how One9ninety helped the National Council on Problem Gambling engage youth on Instagram with relatable, trend-driven content that raised awareness of gambling risks and achieved exceptional growth in reach and engagement.

Background & Key Challenges

The National Council on Problem Gambling (NCPG) promotes responsible gambling and educates the public about the risks of problem gambling. Among young people under 30, there was a growing need to raise awareness about loot boxes, online sports betting, and popular games like mahjong and poker, which could encourage addictive behaviors and lead to future gambling problems.

The key challenge was clear: how do we deliver these important messages in a way that resonates with young audiences without feeling preachy or dismissive?

NCPG Case Study
NCPG Social Media Case Study
NCPG Social Media Case Study
NCPG Social Media Case Study

Solution

To better reach youth, One9ninety designed a strategy tailored for Instagram. Unlike Facebook, which caters to an older audience, the focus here was on creating content that felt authentic and native to the platform.

  • Developed a unique visual direction specifically for IG.

  • Leveraged trends, humour, and youth lingo to communicate messages in a relatable way.

  • Focused on Reels, the platform’s best-performing format, to maximize engagement and shareability.

Meanwhile, One9ninety continued to manage NCPG’s Facebook account, ensuring consistency across platforms while differentiating content strategies for distinct audiences.

NCPG Social Media Case Study

Results

  • 700% growth in Instagram page reach
  • 147% increase in post engagement
  • Engagement rate rose by 1.7%
  • Top content regularly achieved hundreds of shares per post

Platform:
Instagram (with ongoing management of Facebook)

Through this approach, One9ninety successfully helped NCPG cut through the noise with content that was both entertaining and educational, sparking conversations around responsible gambling among a hard-to-reach youth audience.

NCPG Social Media Case Study
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