As legalized sports betting and casinos expanded across Virginia, Horizon Behavioral Health recognized an important opportunity to get ahead of the conversation around responsible gambling in the Lynchburg area. The goal was not to discourage people from participating but to help them understand the risks and approach gambling as an entertainment expense rather than a financial strategy.

To bring that message to life, a targeted outreach effort was built around paid social media graphics and a 30 second radio spot, each designed to meet different audiences where they already are. Social media content ran on Facebook and Instagram with messaging tailored to resonate with distinct audience segments, while the radio spot aired on popular local stations WJJS and ViBE to reach listeners across the community. Every piece of content pointed audiences toward trusted resources, including the Virginia Council on Problem Gambling and the 1-800-GAMBLER helpline.