Three TV spots were produced (King, Queen, and Jack).

Newspaper and magazine ads on the same theme were produced.Lenticular posters featured a king or queen who replaces a child when viewed from a different angle.The campaign also included Web banners on major Quebec sites.

The campaign created media hype, spurred call-in and public affairs shows, and was covered by a variety of print media. It also generated an unprecedented 84% level of spontaneous awareness in Quebec, as well as a record number of calls from gamblers and their families and friends.