After establishing baseline awareness with "Play Smart," the Wyoming Responsible Gambling Coalition needed a fresh angle to reach people who didn't see themselves in traditional addiction messaging.

I developed the creative concept and copy for a print campaign built around a simple truth: even good things become problems in excess.

Using relatable, lighthearted examples like too much mustard, the campaign disarmed readers' defenses and made the leap to gambling behavior feel less like accusation and more like self-awareness.

The approach worked because it didn't pathologize gambling itself—it normalized the conversation around recognizing when enjoyment tips into obsession, making it easier for readers to honestly assess their own habits.