Denmark's All-Out Approach to Curb Gambling Risks for Young Adults
Denmark Launches Gambling Awareness Effort Focused on Individuals Aged 18-24 in Departure from Prior Strategies
Denmark's Gambling Authority is fiercely crusading to shield young adults, particularly men within the age bracket of 18-24, from the hazards associated with gambling addiction. Their latest weapon? A 30-second video that's as entertaining as it is informative.
This new campaign encourages a strategy of "smart gambling," as the regulator acknowledges that some young adults will inevitably choose to gamble. The focus here, however, is on encouraging this demographic to gamble responsibly and stay aware of the potential pitfalls.
The video involves a rough-and-tumble character barging into a scene where two young adults are engrossed in their mobile games. He shouts, "Y'all playing smart?" The message isn't intended as a threat, but rather as a friendly reminder to make informed decisions when gambling. This approach has been a staple of the Danish Gambling Authority’s messaging and marketing tactics—using a laid-back narrative to drive home the core idea: gamble responsibly.
Anders Dorp, Director of the regulator, commented on the new campaign, stating:
"Thankfully, most Danes choose to gamble with providers licensed by the Danish Gambling Authority."
Indeed, Denmark demonstrates one of the highest degrees of channelization in Europe, with about 91.5% of all Danes gambling online at in-country licensed websites, a figure comparable to that of the Netherlands. However, Dorp is far from complacent, as he notes that a substantial number of people continue to bet on offshore gambling sites.
"We're overjoyed about that. But it also means that close to 10% wager on sites lacking the same caliber of consumer protection provided by licensed platforms," he added.
** spreading the Word**
The primary distribution methods for the 30-second video clip include social media, streaming services, educational institutions, and fitness centers. By leveraging a mix of physical and digital advertisements, the Danish Gambling Authority aims to ensure that its message resonates with the demographic they're targeting.
Images sourced from Unsplash.com
Notes:
- The campaign's core message is "play smart", emphasizing the importance of choosing licensed operators and recognizing the risks involved in unlicensed "black market" gambling.
- The video employs a humorous narrative to engage the target audience, featuring a confrontational yet lighthearted interaction where a rugged character interrupts two young gamblers on their phones, asking, "Are you playing smart?"
- The Danish Gambling Authority prioritizes spreading awareness of their round license mark, urging young adults to utilize it to identify regulated providers.
- Digital platforms like social media, Twitch, and TV channels are used for the campaign's video advertisement.
- Posters at bus stops and train stations in major cities (Copenhagen, Aarhus, Odense) are part of the physical outreach strategy, with location-specific humor employed, e.g., "People in Odense play scary smart."
- Institutional and gym advertisements, such as ads placed in educational facilities and fitness centers, are also utilized to reach young adults in their daily routines.
- The Danish Gambling Authority plays a regulatory role, designed to guide young adults toward licensed operators and away from unregulated markets. They also prioritize educational outreach and collaborate with platforms like Twitch and local advertisers to broaden their reach.
- The Danish Gambling Authority, in their bid to protect young adults from gambling risks, is using a 30-second video that promotes "smart gambling."
- The video, which is as entertaining as it is informative, encourages young adults to make informed decisions while gambling by asking, "'Y'all playing smart?'"
- The regulator also emphasizes the importance of choosing licensed operators and recognizing the risks involved in unlicensed "black market" gambling.
- The campaign's primary distribution methods include educational institutions, fitness centers, social media, streaming services, and digital platforms like Twitch and TV channels.
- in personal-growth and education-and-self-development settings, as well as in fitness centers, the Danish Gambling Authority aims to ensure that its message of responsible gambling resonates with its target demographic.
