The Kansspelautoriteit, Netherlands’ Gaming Authority (KSA) has launched an awareness campaign, “Pick up your life again, take a gambling stop,” which aims to help young adults combat gambling addiction. Building on the success of a 2023 pilot, this initiative highlights the risks of excessive gambling while promoting Cruks, the national self-exclusion register. With real-life stories and a social media focus, the campaign encourages young people to take control and reclaim their lives.
Focus on young adults
Research by the KSA identified young adults as particularly vulnerable to gambling problems. With easy access to online gambling platforms, this demographic is more likely to lose control over their habits. The 2023 pilot programme revealed that the term “gambling stop” resonated deeply with this audience, making it a central theme in the current campaign.
The initiative highlights the importance of targeted communication and has, therefore, shifted its focus to digital channels, where young adults spend most of their time. Instead of using traditional mass media, the campaign will leverage platforms like Google, YouTube, Snapchat, and Meta (Facebook and Instagram) to deliver its message effectively.
To inspire young adults, the campaign focuses on positivity and tangible benefits. It showcases real-life stories of individuals who regained control of their lives by taking a break from gambling. These stories are shared through engaging online videos and social media ads, highlighting how a “gambling stop” can lead to better relationships, improved mental health, and financial stability.
Power of Cruks
Cruks, self-exclusion register is a tool that allows individuals to voluntarily exclude themselves from gambling activities, both online and offline. By registering, individuals block access to licensed gambling platforms, giving them the chance to take a much-needed break.
The KSA hopes that by raising awareness about Cruks, more people will see it as a practical and empowering solution.
Growing concern
Gambling addiction remains a growing concern, especially with the rise of online platforms. The KSA’s initiative comes at a critical time, offering young adults not only awareness but also a solution that works. The campaign aims to break the stigma around gambling issues and encourage those affected to seek help.
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