Adformatie honours Cruks campaign
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1 Jan 2025 •
Reading time: 2 minutes The ‘Morgen stop ik echt – Het is al morgen’ night-time campaigns run by the Kansspelautoriteit (Ksa) have been selected by Adformatie magazine as one of the 24 best campaigns of 2024.
A targeted initiative to combat problem gambling
Launched in collaboration with the agency KesselsKramer, the campaign aimed to help compulsive gamblers register with the Centraal Register Uitsluiting Kansspelen (Cruks), a database blocking access to online and physical casinos. Digital screens located near casinos and gaming halls broadcast the messages ‘Morgen stop ik echt’ (‘Tomorrow, I really stop’) and ‘Het is al morgen’ (‘It’s already tomorrow’), aimed directly at gamblers considering quitting.
According to Adformatie, the campaign was able to reach players at just the right moment, while avoiding over-aggressive approaches. Initial results show a significant increase in registrations on the Cruks site, testifying to the effectiveness of this targeted approach.
A new campaign to raise awareness among young adults
In December, the Ksa launched a new campaign entitled ‘Pak je leven weer op, neem een gokstop’ (‘Take control of your life, take a break from gambling’). Targeting young adults who have difficulty controlling their gambling behaviour, the initiative uses platforms such as YouTube, Snapchat and Instagram to broadcast videos highlighting the benefits of taking a break from gambling.
Towards an ongoing fight against problem gambling
These campaigns are part of a series of initiatives to promote awareness of Cruks and combat problem gambling. The Ksa, in collaboration with the Trimbos-instituut and KesselsKramer, plans to continue these efforts to help more people regain control of their lives.