EAST LANSING, MI: The Michigan Gaming Control Board (MGCB), in conjunction with King Media, has received a Gold Shorty Impact Award for the “Don’t Regret the Bet” campaign, recognized in the Cause: Mental Health category. The award honors digital and social initiatives that demonstrate measurable effectiveness and meaningful impact.
The Gold distinction reinforces the campaign’s success in advancing responsible gaming awareness across Michigan. Developed following the legalization of online and sports betting, “Don’t Regret the Bet” was designed to help residents recognize early warning signs of problem gambling and encourage informed, responsible decision-making.
Rather than relying on fear-based messaging, the campaign utilized humor, empathy, and relatable real-life scenarios to reduce stigma and prompt self-reflection. Through a fully integrated, statewide media strategy spanning broadcast, digital, social, and digital-out-of-home channels, the campaign reached high-risk audiences with sustained frequency and relevance.
The results underscore its effectiveness. “Don’t Regret the Bet” generated record engagement across platforms and achieved and estimated 289% return on investment. One of the campaign’s most recognizable creative executions, the “Mini Me” video – blending hand-drawn animation with live action – proved especially effective in connecting with younger adult audiences on Facebook, Instagram, Snapchat, gas Station TV, and Digital-Out-of-Home placements.
“We’re honored the campaign was recognized with a Gold Shorty Impact Award,” said MGCB Executive Director Henry Williams. “This campaign was carefully crafted with a message that is relatable and free of stigma, encouraging smart choices around gambling. Our partnership with King Media allowed us to deliver that message in a way that resonates and, most importantly, makes a measurable difference.”
The Shorty Impact Awards celebrate the most effective purpose-driven work from brands, agencies, and organizations worldwide, recognizing campaigns that combine strategic insight, creative excellence, and demonstrable social good. Earning Gold places “Don’t Regret the Bet” among the highest-performing initiatives in one of the competition’s most competitive categories.
“This recognition reinforces the impact of the campaign and the power of strong collaboration,” said Coleen King, Founder and Principal of King Media. “When strategy, creativity, and public service align, meaningful behavior change is possible.”
Now in its annual celebration of excellence, the Shorty Impact Awards spotlight work that inspires action and advances social good. This Gold honor affirms the campaign’s measurable success and highlights the continued commitment of MGCB and King Media to responsible gaming education across Michigan.
For more information on Don’t Regret the Bet, visit DontRegretTheBet.org.
###
For more information, please contact King Media at 517.333.2048.
