Kansspelautoriteit Earns Bronze Effie Award for Impactful Responsible Gambling Campaign

Kansspelautoriteit Recognized with Bronze Effie Award

The Netherlands Gambling Authority, known as Kansspelautoriteit (KSA), has received a bronze Effie Award in the social category for its impactful campaign titled “Get Your Life Back, Stop Gambling.” Developed in collaboration with FCB Amsterdam, the campaign delivered a compelling message about the importance of responsible gambling.

Effie Award Acknowledges Effective Marketing for Social Good

The Effie jury praised the campaign for its clear and meaningful communication, emphasizing its thoughtful approach to addressing a critical social issue despite limited resources. The campaign’s success highlights that practicing responsible gambling involves making conscious decisions, occasionally including the choice to stop gambling altogether.

Since 1996, Effie Europe has celebrated the most successful marketing campaigns across the continent. Their goal is to promote marketing effectiveness by showcasing ideas that drive tangible results and encouraging constructive dialogue about what makes marketing successful.

Regarded as a prestigious honor within the advertising world, Effie Awards recognize marketing efforts that strengthen brand performance. Established in 1968, the Effie network partners with research and media organizations to provide insights that help advance marketing practices globally.

Campaign Strategy and Impact

KSA’s campaign specifically targeted three groups within the expanding online gambling sector: frequent gamblers, individuals struggling with gambling problems, and their family members. Rather than focusing on the negative repercussions of gambling, the campaign emphasized hope and the possibility of recovery.

The core message centered on the idea that people who have lost control often desire to reclaim their lives. This was effectively portrayed through everyday scenarios involving a guitar, social gatherings, football matches, and holiday celebrations.

With a modest budget slightly exceeding EUR 100,000 (approximately 116,000 USD) and an eight-week digital campaign, the initiative achieved notable outcomes. Awareness of the gambling self-exclusion program Gokstop increased from 17% to 29% among regular gamblers, and from 41% to 50% among problem gamblers. Additionally, the willingness to register for Gokstop nearly doubled, leading more than 3,600 individuals to unsubscribe from gambling services—far surpassing typical numbers.

The focus on relatable and everyday experiences rather than the struggles of addiction resonated deeply with those seeking to regain control over their gambling. The bronze Effie Award celebrates a campaign that effectively promotes the empowering message of taking back one’s life.