New Ksa campaign: Take control of your life
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25 Jul 2025 •
Reading time: 2 minutes The Kansspelautoriteit (Ksa), the Dutch gambling authority, is back with a new advertising campaign in its fight against gambling addiction. The aim remains unchanged: to reach out to those who have lost control. But this time, the method is taking a novel twist.
Working with agency FCB Amsterdam, the Ksa is staging a campaign that is at once emotional, technological and resolutely human. The message? Clear and powerful: ‘Pak je leven weer op’, in other words ‘Take control of your life’. At the heart of this strategy are the Cruks platform gambling breaks, an initiative that blocks access to online gambling sites, casinos and gaming rooms authorised in the Netherlands.
A campaign that listens before it talks
This is where this new campaign stands out. To reach these vulnerable audiences, the FCB Amsterdam teams have adopted a novel approach: using both human and artificial intelligence. Rather than guessing at the needs of compulsive gamblers, they listened to them. Or at least a reflection of their experience.
By developing a panel of problem players simulated using artificial intelligence, the creative team were able to test concepts, messages and scenarios. This experimentation enabled a more detailed understanding of resistance, emotions, psychological blockages and turning points. A first in this field.
A simple, free but little-known tool
At the heart of the project is the Cruks register, a free, secure service accessible to everyone. With just a few clicks, users can voluntarily block access to gambling platforms regulated in the Netherlands for at least 6 months. It’s a simple gesture, but one that can change the course of a lifetime.
This initiative is aimed not only at gamblers themselves, but also at those around them. Family, friends, colleagues: everyone has a role to play in identifying and supporting people in difficulty.Over the coming months, the campaign will be rolled out via social media, traditional media and institutional partnerships.