If gambling ads can seduce young people into the world of gambling, then impersonations of gambling may help them find a way out. This was the thinking by dentsu Creative Thailand that led to an interesting campaign for The Stop Gambling Foundation.

The problem is becoming critical in Thailand. each year, over three million Thai children, roughly one-third of the youth population, fall into online gambling, leading to debts surpassing 6.4 billion baht (US$1.9 million) and an increase in criminal activity. Despite efforts to block deceptive gambling ads, they continue to infiltrate platforms.

Tit for Tat Stop Online Gambling repurposes gambling ads to create awareness about the dangers of gambling addiction for youths in Thailand. Its ads mirror the visuals and messaging style of gambling promotions, but end with real stories of young people whose lives were destroyed by gambling, and present an unfiltered look at the devastating effects of addiction. The campaign changes real gambling lure ads from enticing offers into stark warnings. 

The ads were strategically placed on TikTok, where Thai youth are most active. Early results showed a 945.5% increase in TikTok followers, as well as 154% gains in video views and over 156% reach (compared to TikTok account benchmarks).

Credits:
Creative Agency: Dentsu Creative Thailand
Chief Creative Officer: Subun Khow
Creative Director: Monchai Visuttinont
Copywriters: Sutassarin Ankumpoch, Monchai Visuttinont, Pawina Thuamsaeng & Subun Khow
Art Director: Nattapat Jitrungruengnij
Producer: Vorawit Prakornkaew
Account Director: Namfar Tienudom
Account Executive: Areeya Roopsom
Business Director: Sopis Rompocapong
Planning Directors: Punrasi Ko-Slanund & Chutimon Thipjindachaikul: 
Planner: Nutchawarit Luksamevirojkul
Digital Directors: Amorntip Taddee
Influencer Marketing Manager: Teeranon Sriharan
Influencer: Marketing Specialists: Arisa Thongpum, Bussyamas Thongkam & Sarisa Pornmanasukhum