Healthy play is a core value at Atlantic Lottery, and we’re committed to helping Atlantic Canadians understand the risks of gambling so they can make informed decisions. This summer, we brought that message to life at the Sommo Music Festival in Cavendish, PEI, with  the Atlantic Lottery Tattoo Parlour.

Why is it important to talk to young adults about gambling?

Young adults are among the fastest-growing segments of players engaging with online gambling platforms, including those outside of alc.ca. Research shows that gambling literacy scores among Atlantic Canadians aged 19 to 34 are significantly lower than those of older age groups. This age group also tends to score lower in areas like personal responsibility, pre-commitment, and control, which are key dimensions of healthy play.

With 46 per cent of Sommo attendees falling into this age bracket, the festival was a prime opportunity to share messages about gambling odds, risk, and informed decision-making in a fun and memorable way.

How did we do it?

Through a temporary tattoo parlour, participants were invited to spin a wheel for a chance to receive a limited-edition tattoo designed by renowned local artist Sharky Jones, or face the possibility of getting an “ink spill” tattoo. For those who preferred a safer option, choose-your-own tattoo designs were available, reinforcing the importance of informed choices and the unpredictability of gambling outcomes.

This playful experience simulated the randomness of gambling and encouraged participants to reflect on their own attitudes toward chance and control. It was designed to spark curiosity and conversation while delivering key messages about gambling literacy.

We made our mark, literally.

The tattoo parlour activation was a hit with festivalgoers who appreciated the creative approach and the opportunity to learn in a relaxed, social setting.

“I didn’t expect to think about gambling at a music festival, but the tattoo game made it real,” one participant said. “It was fun, but also made me realize how much chance plays a role.”

Supports for young adults

There are many supports available for young adults who may be experiencing gambling related harms, including confidential text lines, 24/7 online chat options, mental health apps, and local youth programs. Some youth-focused helplines include Kids Help Phone, Black Youth Helpline, Hope for Wellness Helpline, Naseeha Youth Helpline, and YouthLine.

Atlantic Lottery continues to innovate in its approach to supporting healthy play. By combining data-driven insights with creative outreach, initiatives like the Atlantic Lottery Tattoo Parlour are helping build a culture of positive play, one impression at a time.