What a gambling ban means for young people who are losing control
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19 Dec 2024 •
Reading time: 2 minutes The Gambling Authority in the Netherlands is launching a new campaign to make young adults aware of the dangers of gambling. The campaign, with the catchy name ‘Pick up your life again, take a gambling stop’, is mainly aimed at young people who have difficulty controlling their gambling behaviour. The Netherlands Gambling Authority hopes to reach this group via social media such as Instagram, Snapchat and YouTube.
According to the Netherlands Gambling Authority, the campaign is all about a positive message. It shows what can happen if you take a gambling stop: more peace, control and a better life. This personal approach should inspire young people to take action.
The power of ‘gambling stop’ instead of ‘play break’
In 2023, the Central Register for Exclusion from Gambling (Cruks) was given a makeover. The term ‘gambling break’ was replaced by ‘gambling stop’. Research showed that this word resonated better with people. “It sounds more direct and clearly indicates what it is about,” says the Netherlands Gambling Authority.
This new name is central to the campaign. The previous pilot campaign, which tested this idea, was a success. This gave the green light for the large-scale rollout of the current awareness campaign.
Inspiring stories via social media
The videos in the campaign show the personal stories of young people who got their lives back on track after a gambling cessation. These kinds of stories are recognizable and show the real impact of a gambling addiction and the way out. The videos were developed by advertising agency FCB Amsterdam, in collaboration with experts from the Trimbos Institute.
By opting for social media, the Netherlands Gambling Authority hopes to reach young people where they are already active. “Young people hardly use traditional channels anymore,” says Claudia Goossen of the Netherlands Gambling Authority. “That is why we opted for platforms such as Instagram and YouTube.”
A positive view of change
The campaign does not want to point a finger, but to show what is possible. The goal is to give hope to young people who are struggling with their gambling behavior. By sharing strong moments and personal successes, the Netherlands Gambling Authority wants to inspire and motivate.
The focus is not just on stopping gambling, but on what comes after: a better life. This approach shows that a gambling cessation is more than a break; it is a chance to start again.