{
  "meta": {
    "count": 50,
    "sections": 6,
    "generated": "2026-03-07T03:29:15.142Z",
    "version": "0.1.0",
    "source": "messaging/calls-to-action.md"
  },
  "frontmatter": {
    "content_type": "cta-library",
    "title": "Calls to Action",
    "pillar": [
      "open",
      "social",
      "tools",
      "help"
    ],
    "tier": [
      1,
      2
    ],
    "tone": [
      "playful-witty",
      "confident-informative",
      "warm-direct"
    ],
    "reading_level": "grade-6-8",
    "audience": [
      "general"
    ],
    "channel": [
      "social-media",
      "blog",
      "email",
      "in-app",
      "print"
    ],
    "cultural_profile": {
      "voice": "peer",
      "framing": "individual",
      "humor": "irreverent",
      "directness": "blunt",
      "comfort": "open"
    },
    "presentation": {
      "currency": "usd",
      "language": "en-us"
    },
    "adaptation_status": "base",
    "adaptation_notes": "CTAs are largely universal. Main adaptation: framing\n(individual vs. communal) for action language.\n\"Challenge your friends\" may not work in all cultures.\n",
    "last_updated": "2025-02-25T00:00:00.000Z"
  },
  "sections": [
    {
      "name": "Entertainment literacy",
      "description": "CTAs that drive players to learn how games actually work.",
      "ctas": [
        {
          "id": "EL-1",
          "label": "Take the quiz",
          "maxChars": 14,
          "context": "Game IQ quiz, odds quiz, myth-busting quiz",
          "tone": "Playful / Witty",
          "pairWith": [
            "S-4",
            "S-8"
          ],
          "tokens": []
        },
        {
          "id": "EL-2",
          "label": "Test your game IQ",
          "maxChars": 19,
          "context": "Quiz promotion, social media, onboarding",
          "tone": "Playful / Witty",
          "pairWith": [
            "S-4",
            "S-2"
          ],
          "tokens": []
        },
        {
          "id": "EL-3",
          "label": "See the real odds",
          "maxChars": 18,
          "context": "Odds education, game comparisons",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-3",
            "O-4"
          ],
          "tokens": []
        },
        {
          "id": "EL-4",
          "label": "Read the breakdown",
          "maxChars": 19,
          "context": "Long-form educational content, articles",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-1",
            "O-5"
          ],
          "tokens": []
        },
        {
          "id": "EL-5",
          "label": "Watch the explainer",
          "maxChars": 21,
          "context": "Video content, visual guides",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-1",
            "O-2"
          ],
          "tokens": []
        },
        {
          "id": "EL-6",
          "label": "See how it works",
          "maxChars": 17,
          "context": "Game mechanics, RNG explainers, house edge",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-1",
            "O-6"
          ],
          "tokens": []
        },
        {
          "id": "EL-7",
          "label": "Get the facts",
          "maxChars": 14,
          "context": "Myth-busting content, odds explainers",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-2",
            "O-5"
          ],
          "tokens": []
        },
        {
          "id": "EL-8",
          "label": "Compare the odds",
          "maxChars": 17,
          "context": "Odds comparison tool, game selection",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-3",
            "O-4"
          ],
          "tokens": []
        },
        {
          "id": "EL-9",
          "label": "See the math",
          "maxChars": 13,
          "context": "Detailed odds breakdowns, data visualizations",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-4",
            "O-5"
          ],
          "tokens": []
        },
        {
          "id": "EL-10",
          "label": "Try the odds calculator",
          "maxChars": 23,
          "context": "Interactive odds/bankroll tools",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-6",
            "O-8"
          ],
          "tokens": []
        }
      ]
    },
    {
      "name": "Tool adoption",
      "description": "CTAs that get players to activate and use features.",
      "ctas": [
        {
          "id": "TA-1",
          "label": "Set your limits",
          "maxChars": 16,
          "context": "Deposit / loss / session limit setup, onboarding",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1",
            "T-3"
          ],
          "tokens": []
        },
        {
          "id": "TA-2",
          "label": "Try the bankroll planner",
          "maxChars": 25,
          "context": "Bankroll management tool promotion",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-8",
            "T-2"
          ],
          "tokens": []
        },
        {
          "id": "TA-3",
          "label": "Check your stats",
          "maxChars": 17,
          "context": "Activity dashboard, play summary",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1",
            "O-7"
          ],
          "tokens": []
        },
        {
          "id": "TA-4",
          "label": "Set a session reminder",
          "maxChars": 23,
          "context": "Session timer activation, settings",
          "tone": "Warm / Direct",
          "pairWith": [
            "T-2",
            "T-3"
          ],
          "tokens": []
        },
        {
          "id": "TA-5",
          "label": "See your activity",
          "maxChars": 18,
          "context": "Monthly/weekly activity summary",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1",
            "T-4"
          ],
          "tokens": []
        },
        {
          "id": "TA-6",
          "label": "Set your budget",
          "maxChars": 16,
          "context": "Deposit flow, onboarding, first session",
          "tone": "Warm / Direct",
          "pairWith": [
            "T-3",
            "O-8"
          ],
          "tokens": []
        },
        {
          "id": "TA-7",
          "label": "Update your limits",
          "maxChars": 19,
          "context": "Account settings, limit adjustment",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1",
            "T-3"
          ],
          "tokens": []
        },
        {
          "id": "TA-8",
          "label": "Turn on session reminders",
          "maxChars": 27,
          "context": "Settings, onboarding flow",
          "tone": "Warm / Direct",
          "pairWith": [
            "T-2",
            "T-4"
          ],
          "tokens": []
        },
        {
          "id": "TA-9",
          "label": "Open your dashboard",
          "maxChars": 20,
          "context": "Navigation, in-app prompt",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1",
            "T-4"
          ],
          "tokens": []
        },
        {
          "id": "TA-10",
          "label": "Activate your tools",
          "maxChars": 20,
          "context": "Onboarding, first-time setup",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1",
            "T-3"
          ],
          "tokens": []
        }
      ]
    },
    {
      "name": "Content engagement",
      "description": "CTAs that drive deeper exploration of {{PROGRAM_NAME}} content.",
      "ctas": [
        {
          "id": "CE-1",
          "label": "Explore more",
          "maxChars": 13,
          "context": "Content hub, related articles, end of articles",
          "tone": "Confident / Informative",
          "pairWith": [
            "S-5",
            "O-2"
          ],
          "tokens": []
        },
        {
          "id": "CE-2",
          "label": "Read the full article",
          "maxChars": 22,
          "context": "Social media post linking to blog, email teaser",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-1",
            "O-2"
          ],
          "tokens": []
        },
        {
          "id": "CE-3",
          "label": "See all myths",
          "maxChars": 15,
          "context": "Myth-busting hub, campaign landing page",
          "tone": "Playful / Witty",
          "pairWith": [
            "O-4",
            "S-5"
          ],
          "tokens": []
        },
        {
          "id": "CE-4",
          "label": "Watch the video",
          "maxChars": 17,
          "context": "Video content promotion, multimedia pages",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-1",
            "S-5"
          ],
          "tokens": []
        },
        {
          "id": "CE-5",
          "label": "Keep reading",
          "maxChars": 13,
          "context": "In-article continuation, multi-part content",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-1",
            "O-2"
          ],
          "tokens": []
        },
        {
          "id": "CE-6",
          "label": "See related topics",
          "maxChars": 19,
          "context": "End of article, sidebar recommendations",
          "tone": "Confident / Informative",
          "pairWith": [
            "S-5",
            "O-2"
          ],
          "tokens": []
        },
        {
          "id": "CE-7",
          "label": "Browse by game type",
          "maxChars": 20,
          "context": "Content hub, game-specific navigation",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-3",
            "O-7"
          ],
          "tokens": []
        },
        {
          "id": "CE-8",
          "label": "Start from the beginning",
          "maxChars": 26,
          "context": "Series content, multi-part guides",
          "tone": "Confident / Informative",
          "pairWith": [
            "O-1",
            "O-6"
          ],
          "tokens": []
        }
      ]
    },
    {
      "name": "Social sharing",
      "description": "CTAs that turn players into content distributors.",
      "ctas": [
        {
          "id": "SS-1",
          "label": "Share this",
          "maxChars": 11,
          "context": "Quiz results, myth-busters, fact cards",
          "tone": "Playful / Witty",
          "pairWith": [
            "S-1",
            "S-5"
          ],
          "tokens": []
        },
        {
          "id": "SS-2",
          "label": "Challenge a friend",
          "maxChars": 19,
          "context": "Quiz sharing, competitive content",
          "tone": "Playful / Witty",
          "pairWith": [
            "S-2",
            "S-8"
          ],
          "tokens": []
        },
        {
          "id": "SS-3",
          "label": "Send to a friend",
          "maxChars": 17,
          "context": "Educational content, useful guides",
          "tone": "Warm / Direct",
          "pairWith": [
            "S-6",
            "S-1"
          ],
          "tokens": []
        },
        {
          "id": "SS-4",
          "label": "Share your score",
          "maxChars": 17,
          "context": "Quiz results screen, leaderboards",
          "tone": "Playful / Witty",
          "pairWith": [
            "S-8",
            "S-2"
          ],
          "tokens": []
        },
        {
          "id": "SS-5",
          "label": "Tag someone who needs this",
          "maxChars": 28,
          "context": "Social media posts, myth-busters",
          "tone": "Playful / Witty",
          "pairWith": [
            "S-6",
            "S-1"
          ],
          "tokens": []
        },
        {
          "id": "SS-6",
          "label": "Post your result",
          "maxChars": 17,
          "context": "Quiz completion, achievement unlock",
          "tone": "Celebratory",
          "pairWith": [
            "S-8",
            "S-4"
          ],
          "tokens": []
        },
        {
          "id": "SS-7",
          "label": "Share the facts",
          "maxChars": 16,
          "context": "Educational content, data visualizations",
          "tone": "Confident / Informative",
          "pairWith": [
            "S-1",
            "S-5"
          ],
          "tokens": []
        },
        {
          "id": "SS-8",
          "label": "Spread the word",
          "maxChars": 17,
          "context": "Awareness campaigns, launch announcements",
          "tone": "Confident / Informative",
          "pairWith": [
            "S-5",
            "S-7"
          ],
          "tokens": []
        }
      ]
    },
    {
      "name": "Help-seeking",
      "description": "CTAs that make support resources findable without being intrusive. These are Tier 2 crossover — always present, never the primary action in Tier 1 contexts.",
      "ctas": [
        {
          "id": "HS-1",
          "label": "Talk to someone — free and confidential",
          "maxChars": 42,
          "context": "Helpline access, support page",
          "tone": "Warm / Direct",
          "pairWith": [
            "H-1",
            "H-2"
          ],
          "tokens": []
        },
        {
          "id": "HS-2",
          "label": "Call {{HELPLINE_NUMBER}}",
          "maxChars": null,
          "context": "Direct phone helpline, footer",
          "tone": "Warm / Direct",
          "pairWith": [
            "H-1"
          ],
          "tokens": [
            "{{HELPLINE_NUMBER}}"
          ]
        },
        {
          "id": "HS-3",
          "label": "Pause your account",
          "maxChars": 19,
          "context": "Self-exclusion entry point, account settings",
          "tone": "Warm / Direct",
          "pairWith": [
            "H-3"
          ],
          "tokens": []
        },
        {
          "id": "HS-4",
          "label": "Find support",
          "maxChars": 13,
          "context": "Support resources page, help section",
          "tone": "Warm / Direct",
          "pairWith": [
            "H-1",
            "H-2"
          ],
          "tokens": []
        },
        {
          "id": "HS-5",
          "label": "Chat with someone now",
          "maxChars": 22,
          "context": "Live chat support link",
          "tone": "Warm / Direct",
          "pairWith": [
            "H-1"
          ],
          "tokens": []
        },
        {
          "id": "HS-6",
          "label": "Take a break",
          "maxChars": 13,
          "context": "Cool-off period activation",
          "tone": "Warm / Direct",
          "pairWith": [
            "H-3"
          ],
          "tokens": []
        },
        {
          "id": "HS-7",
          "label": "See your options",
          "maxChars": 17,
          "context": "Support resources overview, help menu",
          "tone": "Warm / Direct",
          "pairWith": [
            "H-1",
            "H-2"
          ],
          "tokens": []
        },
        {
          "id": "HS-8",
          "label": "Get confidential support",
          "maxChars": 26,
          "context": "Help page, crisis content",
          "tone": "Warm / Direct",
          "pairWith": [
            "H-2"
          ],
          "tokens": []
        }
      ]
    },
    {
      "name": "Account management",
      "description": "CTAs for player account and settings workflows.",
      "ctas": [
        {
          "id": "AM-1",
          "label": "Go to settings",
          "maxChars": 15,
          "context": "Account management, navigation",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1"
          ],
          "tokens": []
        },
        {
          "id": "AM-2",
          "label": "Review your account",
          "maxChars": 20,
          "context": "Account overview, periodic check-in",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1"
          ],
          "tokens": []
        },
        {
          "id": "AM-3",
          "label": "Update your preferences",
          "maxChars": 24,
          "context": "Settings page, preference management",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1",
            "T-3"
          ],
          "tokens": []
        },
        {
          "id": "AM-4",
          "label": "Manage your tools",
          "maxChars": 18,
          "context": "Tool settings overview",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-1"
          ],
          "tokens": []
        },
        {
          "id": "AM-5",
          "label": "Download your activity",
          "maxChars": 23,
          "context": "Data export, activity history",
          "tone": "Confident / Informative",
          "pairWith": [
            "T-4"
          ],
          "tokens": []
        },
        {
          "id": "AM-6",
          "label": "Complete your setup",
          "maxChars": 20,
          "context": "Onboarding completion, partial setup",
          "tone": "Warm / Direct",
          "pairWith": [
            "T-1",
            "T-3"
          ],
          "tokens": []
        }
      ]
    }
  ]
}