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Responsible gambling starts with conscious choices, and also with quitting. With the “Get your life back on track, stop gambling” campaign, the Netherlands Gambling Authority, in collaboration with FCB Amsterdam, won the Bronze Effie Award in the social category.
In a growing market for online gambling, the Netherlands Gambling Authority made it clear with its “Get your life back on track, stop gambling” that responsible gambling starts with conscious choices – and sometimes even with stopping.
The campaign focused on three target groups: frequent gamblers, problem gamblers and their loved ones. Instead of highlighting the misery of gambling problems, the Netherlands Gambling Authority opted for hope. Their insight was razor-sharp: people who lose control want to take back their lives. And that perspective was made tangible in relatable, short stories—a guitar, a party, football and Christmas. Simply life itself, back in their own hands.
With a cleverly targeted digital approach and a modest budget of just over €100,000, a huge impact was achieved in eight weeks. Brand awareness of Gokstop rose among frequent gamblers from 17% to 29% and among problem gamblers from 41% to 50%. The willingness to sign up almost doubled and over 3600 people actually took the step to unsubscribe – in addition to the usual influx.
The jury praised the simplicity and effectiveness of the action plan: “With sharp insight, a respectful tone, and limited resources, a major social problem was tackled in a practical way. Well done.”
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