This presentation will take a look at 2 challenges: 1. How do we, gaming operators, deliver information to “at risk” players without making them feel we think they may be problem gamblers? 2. How do we present RG messages/materials in a way that the general public recognizes our efforts? In response to these challenges, BCLC (formerly British Columbia Lottery Corporation) has taken a “branding” approach to its responsible gambling program, and through that process has abolished use the term “responsible gambling”. In April 2009 BCLC launched “GameSense” at BC casinos and community gaming centres. The launch included a complete redesign of the Responsible Play Information Centres, posters, brochures, the RG interactive kiosk and the corporation’s web site (www.GameSense.ca ). Through presentation of before/after research, video and product samples, this session will take attendees through the GameSense story, the strategies behind the brand, and into a British Columbia casino to learn first hand about this unique approach to player education.