Dutch anti-gambling campaign wins Effie Award after doubling self-exclusion sign-ups
A Dutch responsible gambling campaign called 'Get your life back on track, stop gambling' has won a Bronze Effie Award in the Social category. Organised by Kansspelautoriteit and FCB Amsterdam, the initiative aimed to raise awareness of Gokstop, a national self-exclusion service for gamblers. The eight-week campaign ran on a fixed budget of €100,000 (around $116,000). It used short, relatable stories centred on everyday themes like football, parties, playing guitar, and Christmas. These narratives targeted problem gamblers, frequent gamblers, and their families.
Before the campaign, only 17% of frequent gamblers knew about Gokstop. By the end, awareness had risen to 29%. Among problem gamblers, recognition grew from 41% to 50%. The effort also led to a sharp increase in Gokstop registrations. Sign-ups more than doubled, with over 3,600 people joining the self-exclusion programme.
Despite its modest budget, the campaign delivered measurable results. It boosted awareness of Gokstop and encouraged thousands to seek help. The Bronze Effie Award now recognises its impact in promoting responsible gambling.
