Danish Gambling Authority Launches “Take it ROFUS” Campaign
The Danish Gambling Authority has launched a new campaign aimed at raising young people’s awareness of the ROFUS self-exclusion scheme.
More than 15,000 young men between the ages of 18 and 25 are currently registered with ROFUS (The Danish Gambling Authority’s Register of Voluntarily Excluded Players).
“For many, games are an entertainment product, but it is important that there is also room for people to take a break from the game – and ROFUS can be a good tool for many. We hope that our new campaign can help inform the target group – which here is primarily younger men – about this,” Anders Dorph, Director of the Danish Gambling Authority, said.
The Danish Gambling Authority commissioned a study into young men’s relationship with gambling and ROFUS, which shows that gambling plays a large role in young men’s communities, especially at their pre-party events.
An important insight from the interviews was that although gambling is a large part of young people’s social arenas, there is not much talk about the potential negative consequences of gambling.
“When gaming is a big part of the community, it can be vulnerable to speak out and stand out from the crowd. That’s why we hope that a new campaign can start a conversation among young people that it’s okay to skip the game and ‘get it ROFUS’, which is the campaign’s slogan,” Anders Dorph explained.
The “Take it ROFUS” campaign consists of a 60-second film that alternates between a pre-party and an interview situation with six young men. As the film progresses, a discrepancy is depicted between the young men’s statements and their actions. It shows that young people may not be as good at keeping the game under control and looking out for each other as they claim.
The campaign is targeted at young men between the ages of 18 and 24 who have just been given access to gambling for money. An important criterion for the campaign was that it should be designed on the young people’s terms and reflect situations that young people can recognize themselves in. Subsequent tests of the campaign show that it resonates with the target group to a great extent, especially due to its relatable situations and group dynamics, a young language and a pace that young people are familiar with, for example, from content on social media.
The film, produced by the agency Advice, will be shown in cinemas, on YouTube, Twitch and various streaming services, among other things.
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