Horizon Behavioral Health wanted to tackle a habit that many people do not think twice about: giving lottery tickets to minors. The initiative was built to educate parents, grandparents, and community members in the Lynchburg, Virginia area about why the practice is illegal, the real risks of youth gambling, and what to consider instead when looking for a gift idea.

Short form videos and static graphics were created and optimized for multiple social media placements, delivering the message in formats that were easy to stop, watch, and absorb. The content struck a balance between informative and approachable, meeting audiences where they are without feeling heavy handed.