/R E P E A T/ - Second Edition of Responsible Gaming Awareness Week - The Fondation Mise sur Toi Launches a Sensitization Offensive

    MONTREAL, Sept. 14 /CNW Telbec/ - For the second consecutive year, the
Fondation Mise sur toi is forging ahead in its efforts to combat compulsive
gambling with its Responsible Gaming Awareness Week, to be held from September
17 to September 23. In actual fact, the Fondation's offensive will extend
throughout the fall season via an extensive 13-week information campaign.
Targeting Québecers throughout the province, the initiative represents an
investment of $2 million. In addition to its mass media component, the
campaign will include the launch of a Web site and the distribution of such
information materials as the 8/8 Your Player Profile in 8 Questions pamphlet,
which helps players identify their gaming behaviour. Launched in February
2006, the Fondation Mise sur toi's first awareness campaign proved to be a
major success generating over 5,500 calls to its Help and Referral telephone
hotline, which marked the greatest increase in calls received over the past
seven years. It was the exceptional success of that initial campaign that
spurred the Fondation to repeat the exercise this fall.
    Under the theme, Mise sur toi (Bet on yourself), the campaign will run
from September 17 through November 18 on the major English and French
television networks, several community television stations, as well as over
the cybermedia and in the province's dailies and certain weeklies. The
campaign will also include posters mounted in restaurants and bars, casinos
and bingo halls. Four popular personalities have been recruited to serve as
campaign spokespersons - Ellen David and Harry Standjofski for the English
messages, and Mireille Deyglun and Denis Bouchard for the French ads.
    "Responsible Gaming Awareness Week is an opportunity for the general
public to learn more about their own gaming habits and about the initiatives
the Fondation Mise sur toi and Loto-Québec are taking to promote healthy
gaming behaviour," explains Nicole Beaulieu, Managing Director of the
Fondation. "I would like to invite everyone to visit our misesutoi.ca
(www.misesurtoi.ca) Web site, which serves as a valuable storehouse of
information and tools for those who wish to maintain healthy gaming habits or
who are simply interested in the phenomenon of compulsive gambling." Among the
various resources to be found on the site are a Web version of the 8/8 Your
Player Profile in 8 Questions pamphlet and a complete list of support centres
that offer their services free of charge across the province.

    A Productive and Original Partnership

    The Fondation Mise sur toi is also present on the Sainte-Jeanne-d'Arc
Campus' Web site, associated with the Virginie television program and aimed,
among other things, at sensitizing Web surfers to gaming behaviour among young
people. This site, as well as a special scholarship fund, is made possible in
partnership with various companies and organizations, including the Québec
Ministry of Education.
    Numerous sensitization activities are to be organized for the 6,800 or so
employees of Loto-Québec and its subsidiaries during Responsible Gaming
Awareness Week, as well as for the Corporation's business partners. Thus, the
initiative is a particularly effective means of relaying information to the
general public in view of the fact that the majority of the audience targeted
by these activities are in direct contact with the Corporation's clientele.
    In parallel with this public sensitization effort, the Fondation has
recently implemented its second Au Centre du hasard responsible gaming
information and awareness centre at the Casino du Lac-Leamy. Since its opening
in June 2007, the new Centre has welcomed more than 6,000 visitors. For its
part, the Casino de Montréal's Centre du hasard has received 35,000 visitors
since its inauguration in February 2006.

    Created in 2002, the Fondation Mise sur toi's mission is threefold - to
promote healthy gaming behaviour, to prevent the harmful effects of compulsive
gambling, and to protect those who are vulnerable. Through its support of and
affiliation with the Fondation Mise sur toi, Loto-Québec is consolidating its
commitment to the responsible management of gaming while encouraging
reflection on healthy gaming habits.

    To view the awareness campaign's advertising spots on the Internet, we
invite you to visit misesurtoi.ca. You can also download the ads and posters
in PDF format from the following address:

For further information:

For further information: Jean-Pierre Roy, Media Relations Department,
(514) 499-5151

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