We created the internet's worst role model to get young people talking about gaming addiction.
We created the internet's worst role model to get young people talking about gaming addiction.
We created the internet's worst role model to get young people talking about gaming addiction.
Client
Spillemyndigheden
Services
Concept & Creative Development
Marketing & Campaigns
Film Production
Content & Social Media
Influencers & Advocacy
We created the internet's worst role model to get young people to talk about gaming addiction.
Client
Spillemyndigheden
Services
Concept & Creative Development
Marketing & Campaigns
Film Production
Content & Social Media
Influencers & Advocacy
We created the internet's worst role model to get young people to talk about gaming addiction.
Client
Spillemyndigheden
Services
Concept & Creative Development
Marketing & Campaigns
Film Production
Content & Social Media
Influencers & Advocacy
We created the internet's worst role model to get young people to talk about gaming addiction.
Challenge
How did a fictional character succeed in giving 14-17-year-olds a language for gaming addiction?
In Denmark, you must be at least 18 years old to gamble. Nevertheless, gambling is a completely natural part of children and young people's everyday lives. They play in classrooms, during breaks, in their rooms at home, and even at parties.
Challenge
How did a fictional character succeed in giving 14-17-year-olds a language for gaming addiction?
In Denmark, you must be at least 18 years old to gamble. Nevertheless, gambling is a completely natural part of children and young people's everyday lives. They play in classrooms, during breaks, in their rooms at home, and even at parties.
How did a fictional character succeed in giving 14-17-year-olds a language for gaming addiction?
In Denmark, you must be at least 18 years old to gamble. Nevertheless, gambling is a completely natural part of children and young people's everyday lives. They play in classrooms, during breaks, in their rooms at home, and even at parties.
Solution
So how do you give children and young people a language for the addiction to gambling? We created the character The One-Armed Bandit - an analogy for gambling addiction that sits on your shoulder and whispers in your ear that you should play. Through a series of films, The One-Armed Bandit presents the audience with the consequences of gambling addiction. And he delivered his points as a natural character on the internet, which the young people follow for the sake of entertainment.
Solution
So how do you give children and young people a language for the addiction to gambling? We created the character The One-Armed Bandit - an analogy for gambling addiction that sits on your shoulder and whispers in your ear that you should play. Through a series of films, The One-Armed Bandit presents the audience with the consequences of gambling addiction. And he delivered his points as a natural character on the internet, which the young people follow for the sake of entertainment.
So how do you give children and young people a language for the addiction to gambling? We created the character The One-Armed Bandit - an analogy for gambling addiction that sits on your shoulder and whispers in your ear that you should play. Through a series of films, The One-Armed Bandit presents the audience with the consequences of gambling addiction. And he delivered his points as a natural character on the internet, which the young people follow for the sake of entertainment.
Results
The campaign was concluded with an evaluation conducted by Norstat to investigate how the efforts have created an effect in the target group.
Says that the content has made them think about friends' and acquaintances' gambling games.
55
%
Says that they have talked to friends about how difficult it is to control gambling after seeing the content.
42
%
Says that the content has made them think about how much money they gamble and/or how often they gamble for money.
41
%
Says that the content has made them change how much money they gamble with and/or how often they gamble.
34
%
Results
The campaign was concluded with an evaluation conducted by Norstat to investigate how the efforts have created an effect in the target group.
Says that the content has made them think about friends' and acquaintances' gambling games.
55
%
Says that they have talked to friends about how difficult it is to control gambling after seeing the content.
42
%
Says that the content has made them think about how much money they gamble and/or how often they gamble for money.
41
%
Says that the content has made them change how much money they gamble with and/or how often they gamble.
34
%
Results
The campaign was concluded with an evaluation conducted by Norstat to investigate how the efforts have created an effect in the target group.
Says that the content has made them think about friends' and acquaintances' gambling games.
55
%
Says that they have talked to friends about how difficult it is to control gambling after seeing the content.
42
%
Says that the content has made them think about how much money they gamble and/or how often they gamble for money.
41
%
Says that the content has made them change how much money they gamble with and/or how often they gamble.
34
%