Key points:
- “Pick up your life again, take a gambling stop” campaign promotes the Cruks self-exclusion register to support responsible gambling
- The campaign focuses on young adults through social media platforms to highlight the positive effects of taking a gambling break
- The initiative builds on insights from a 2023 pilot campaign, emphasising relatable success stories and practical support tools
The Netherlands’ Gaming Authority (KSA) has announced the launch of a new awareness campaign, “Pick up your life again, take a gambling stop,” aimed at increasing awareness of the risks of gambling and promoting the use of the Cruks self-exclusion register.
The campaign, which officially begins today, builds on the success of a 2023 pilot initiative.
One key takeaway from the pilot was that the term “gambling stop” resonated strongly with the target audience, prompting its continued use in the current campaign.
This updated effort focuses on engaging young adults, a demographic identified as particularly vulnerable to losing control over their gambling habits.
To reach this audience effectively, the campaign primarily leverages social media platforms – including Google, YouTube, Meta and Snapchat – instead of relying on traditional mass media.
The emphasis is on showcasing the positive outcomes of taking a gambling break, with online videos and social ads highlighting real-life stories of young people reclaiming their lives.
The Cruks self-exclusion register, central to the campaign, is a tool designed to help individuals manage their gambling habits by voluntarily excluding themselves from participating in gambling activities.
By raising awareness of Cruks and its benefits, the KSA aims to offer a practical solution for individuals struggling with gambling addiction.
