The “Stop Gambling” Foundation, alongside the Thai Health Promotion Foundation, is on a dynamic mission to reduce online gambling among Thai youth. Alarming data reveals that over 3 million young Thais engage in online gambling, with over 1.4 million at risk of addiction. This issue worsens during school breaks when children have more free time, making them more vulnerable to the temptations of online gambling.
Dentsu Creative Thailand and The Stop Gambling Foundation Engage in 'Tit for Tat' to Expose the Truth About Online Gaming
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The Challenge
Online gambling has become a growing crisis in Thailand, despite being illegal. Each year, over three million Thai children—one-third of all youth—are lured into online gambling, leading to debts exceeding 6,426 million baht, as well as increasing crime rates, from petty theft to armed robbery. Gambling websites use targeted ads on social media to reach vulnerable youth, making it easy for them to fall into the gambling trap. Despite efforts to block these deceptive ads, they continue to infiltrate platforms.
The Solution
The strategy was simple: If gambling websites are effectively targeting youth this way, then it’s time to Tit for Tat. Dentsu Creative Thailand helped to bring the creative vision of this campaign to life, playing a key role in shaping the concept of fighting back, using the same method that gambling websites use to attract the youth to raise awareness of their dangers.
The “Tit for Tat: Stop Online Gambling” campaign, repurposed gambling ads—twisting their content from enticing youth to gamble into warning them of the dangers instead. Each ad mimicked the style and appeal of gambling promotions but ended with real stories of young people whose lives were ruined by gambling. These ads were strategically placed on TikTok, the primary social platform for Thai youth, ensuring they would see these powerful warnings.
The Results
The campaign successfully captured attention and sparked conversations, leading to a significant surge in engagement:
- +945.5% TikTok followers
- +154.3% TikTok video views
- +155.7% TikTok video reach
(Compared to TikTok account benchmarks)
Innovating to Impact
The "Tit for Tat" campaign is a testament to the power of creative problem-solving and strategic intervention. Dentsu Creative Thailand immersed itself in understanding the challenge—analyzing how gambling websites target youth and identifying loopholes in digital ad distribution. By flipping the script on deceptive ads, we created a disruptive yet effective approach that turned gambling lures into stark warnings. This campaign showcases how innovative thinking and collaboration with The Stop Gambling Foundation can take on a systemic issue and drive meaningful impact, protecting Thai youth from the dangers of online gambling.
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