Denmark launches a new campaign to raise awareness about gambling amongst young adults aged 18-24
Fresh Take:
Denmark's Gambling Authority launches a humorous campaign called "Play it Cool" to educate young adults, particularly males between 18-24, about gambling responsibly. The main focus is to highlight the importance of selecting licensed gambling providers, as indicated by the regulator's round license mark, to stay away from unregulated markets.
Wise Gambling with a Friendly Nudge, Denmark Style
The campaign's essence revolves around the catchphrase "play smart," acknowledging that young adults might gamble regardless. By placing a rough-looking fellow on-screen, he approaches two casually-dressed young adults playing on their phones, asking, "Are you playing smart?" The approach is intended to offer a friendly reminder rather than an intimidating message.
Just like previous initiatives, the Danish Gambling Authority has successfully used amusing and engaging narratives to spread its core message – that is, gamble sensibly if you choose to engage in gambling.
Anders Dorp, Director of the regulator, commented on the latest campaign saying,
"It's reassuring that the majority of Danes play with providers licensed by the Danish Gambling Authority. However, it also signifies that nearly 10% gamble on sites lacking the same level of consumer protection as licensed sites. Therefore, it's crucial that Danes recognize the Danish Gambling Authority's license mark when gambling online."
Reaching the Right Audience with Comical Ads
While previous campaigns primarily focused on digital advertisements, the "Play it Cool" strategy takes a multi-channel approach, including social media, streaming services, educational institutions, and fitness centers. Additionally, creative billboards featuring localized humor can be found at major city bus/train stations.
Image credit: Unsplash.com
Fun Fact:
Did you know? Almost 91.5% of Danes engage in online gambling at websites licensed within the country, a figure comparable to the Netherlands and ahead of other jurisdictions. So, while the campaign focuses on the remaining 10%, it also emphasizes the importance of responsible gambling for all.
- The Danish Gambling Authority's latest campaign, known as "Play it Cool," aims to educate young adults, particularly males aged 18-24, about responsible gambling, focusing on selecting licensed gambling providers.
- The campaign incorporates a catchphrase "play smart" and uses a humorously intimidating figure to approach young adults gambling on their phones, offering a friendly reminder about responsible gambling practices.
- The "Play it Cool" strategy employs a multi-channel approach, including social media, streaming services, educational institutions, fitness centers, and billboards with localized humor placed at major city bus/train stations.
- Anders Dorp, Director of the Danish Gambling Authority, emphasized the importance of recognizing the Danish Gambling Authority's license mark when gambling online, as many Danes are gambling on sites lacking the same level of consumer protection as licensed sites, which constitute nearly 10% of Danish gamblers.
