During the sports summer of 2024, Clarity partnered with the Dutch Gambling Authority (Ksa) to reach a vulnerable audience: young adults aged 18–24. Since online gambling legalisation in 2021, this group has faced a sharp rise in betting advertising, heightening the risk of problematic gambling behaviour.
Ksa, as the national regulator, carries a dual mandate: enforce gambling laws and prevent addiction and abuse. With the European Football Championship and the Olympic Games driving unprecedented excitement, gambling operators were set to invest heavily in marketing.
Against this backdrop, Ksa needed to cut through a noisy commercial environment with a clear, credible prevention message. The strategic objective was to make the risks of sports betting visible at scale and help young adults recognise that while gambling can be fun, playing consciously is the real win.
Clarity anchored the strategy in evidence. A survey of around 1,000 young adults quantified attitudes and behaviours around sports betting, confirming that one‑third regularly bet on sports and six in ten planned to do so during the sports summer. This data underpinned every message, ensuring that communication about addiction risks felt factual, not moralising.
Clarity then designed a multichannel framework to meet different audiences where they are. For young people, influencers such as Skere Student and Thibo translated financial risk into relatable content on the platforms they use daily. In parallel, Clarity drove a sustained PR programme across national, regional, and trade media, extending reach to parents, teachers, and other stakeholders.
Working alongside an external social media agency on the “Don’t play games with your money” campaign, Clarity helped build a unified, insight-led prevention narrative that invited young people to reflect on their own gambling behaviour.