The Danish Gambling Authority received the "Best Regulatory Initiative" award from the International Association of Gaming Regulators (IAGR) for its youth gambling prevention program "One-Armed Bandit".
The campaign was launched in December for the first time, using humor and exaggeration to communicate the risks of gambling to teenagers.
The initiative was in response to a 2023 study showing that despite legal age restrictions, 15% of Danish teenagers aged 15-17 were still participating in gambling.
The campaign aimed to adopt a new approach by creating a personified fictional character of gambling addiction, conveying the message through humor and satire on social media platforms.
We also utilized influential partnerships to maximize the impact on the target audience.
The campaign seemed to resonate with the target audience; subsequent surveys showed that 44% of young viewers said the campaign made them reconsider their gambling habits, and 41% said it sparked discussions among their friends about controlling gambling.
Director Anders Dorph accepted the award on behalf of the Authority at a conference attended by 400 participants from 81 gambling regulatory bodies worldwide.
The vice-chair of the International Society for Grape and Wine Studies, Sara Kelly, praised the innovative approach of the campaign and noted that it stood out among entries from three other countries.
Kelly continued, "The winners stood out because they are committed to raising standards, regulating the gaming market, and benefiting both the industry and consumers."
The program was developed in collaboration with the UK government and the Advice agency, and featured comedian David Minerba, marking a breakthrough in traditional regulatory information delivery, which proved successful in this campaign.
