Netherlands Gambling Authority Wins Bronze Effie for Responsible Gambling Campaign

Instead of highlighting the severe consequences of addiction, the Gambling Authority deliberately chose a more hopeful narrative. The core message centred on the idea that people who feel their gambling is spiralling out of control often long to reclaim their lives. To make this sentiment concrete and relatable, the campaign showcased simple, recognisable moments—playing the guitar, attending a party, kicking a football around or celebrating Christmas. Each story reflected everyday life experiences that risk being overshadowed by excessive gambling, reinforcing the notion that recovery is about returning to what truly matters.

Despite operating on a modest budget of just over €100,000 ($116,314), the campaign achieved striking results during its eight-week run. Through highly targeted digital outreach, awareness of Gokstop—the self-exclusion service promoted by the campaign—increased substantially. Among frequent gamblers, brand awareness rose from 17% to 29%, while awareness among problem gamblers grew from 41% to 50%. The willingness to register for self-exclusion nearly doubled, and more than 3,600 people proceeded to unsubscribe from gambling services, a figure well above typical engagement levels for similar initiatives.

Effie jury members commended the campaign for its clarity, sensitivity and strategic precision. They noted that it addressed a significant social challenge with a sharp insight, a respectful tone and a thoughtful use of limited resources. The jury also emphasised that the campaign effectively illustrated the idea that responsible gambling begins with conscious decision-making—and sometimes with the decision to stop entirely.

By focusing on relatable slices of ordinary life rather than the distress associated with gambling addiction, the campaign resonated with individuals seeking to regain control. The bronze Effie Award recognises an approach that proves the most meaningful victory for those at risk is not in placing another bet, but in taking back their lives.