Tit for tat: Dentsu Thailand fights gambling with gambling

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 ($1.9 million) and an increase in criminal activity. To address this, Dentsu Creative Thailand has launched the ‘Tit for Tat Stop Online Gambling’ campaign in partnership with The Stop Gambling Foundation. 

Dentsu's strategy is to repurpose gambling ads to create awareness. The campaign uses the same tactics employed by gambling ads to raise awareness of their dangers. The campaign mirrors the visuals and messaging style of gambling promotions, transforming them from enticing offers into stark warnings. 

Featuring real stories of young people whose lives were destroyed by gambling, the ads take an unfiltered look at the devastating effects of addiction. These ads were strategically placed on TikTok, where Thai youth are most active, ensuring they reached the right audience at the right time, and aiming to counter the online presence of gambling sites targeting youth.

Early results indicate a 945.5% increase in TikTok followers, alongside 154% gains in video views and over 156% reach. 

Campaign's Take: This campaign delivers a powerful message by using gambling ad tactics, with real stories making the warnings feel urgent and authentic. While the campaign has driven strong digital engagement, the key question is whether digital engagement can create lasting change in fighting online gambling. Its long-term success depends on blocking deceptive ads, ongoing digital education, and broader action, including legislative and societal change. 

CREDITS

Chief Creative Officer : Subun Khow
Creative Director : Monchai Visuttinont
Copy Writer : Sutassarin Ankumpoch, Monchai Visuttinont, Pawina Thuamsaeng,
Subun Khow
Art Director : Nattapat Jitrungruengnij
Producer : Vorawit Prakornkaew