A new ad has been launched by the Danish Gambling Authority to inform teenage players about ROFUS, the nation’s self-exclusion program. The program focuses on men between the ages of 18 and 24, who are a high-gambling demographic. More than 15,000 young guys have used ROFUS to voluntarily exclude themselves as of right now.
Gambling is a social activity for many young people, particularly during get-togethers before parties. The Danish Gambling Authority, however, wants to make sure that people who are having gambling problems are aware that they can take a break.
“For many, games are an entertainment product, but it is important that there is also room for people to take a break from the game – and ROFUS can be a good tool for many,” said Anders Dorph, Director of the Danish Gambling Authority. “We hope that our new campaign can help inform the target group – which here is primarily younger men – about this.”
A study commissioned by the authority revealed that gambling plays a significant role in young men’s social circles, but discussions about its risks are rare. Many hesitate to speak out about potential downsides, fearing they might stand out from the group.
A Campaign Designed for Young Gamblers
This hush is intended to be broken by the “Take it ROFUS” campaign. Young men’s words and actions regarding responsible gambling are contrasted in a 60-second video. It highlights how crucial it is to maintain composure and watch out for one another.
The campaign mimics the vocabulary and social behaviors of young viewers in an effort to connect with them. Strong engagement has been observed in early testing, particularly among those used to fast-paced digital content.
The Advice-produced movie will be shown on YouTube, Twitch, and other streaming services in addition to theaters. The program aims to make self-exclusion a viable option while promoting discussions about responsible gaming.
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