BANGKOK, THAILAND — Dentsu Creative Thailand joins forces with The Stop Gambling Foundation to launch Tit for Tat: Stop Online Gambling, an initiative that flips the script on gambling ads, using their own tactics to expose the hidden dangers of online gambling among Thai youth.
Despite its illegality, online gambling is spreading like wildfire in Thailand. Each year, over three million Thai children (one-third of the country’s youth) fall victim to online gambling, racking up debts exceeding 6,426 million baht. The consequences go beyond financial ruin, fueling rising crime rates from petty theft to armed robbery. Gambling websites aggressively target young audiences through social media ads, luring them in with flashy promises of quick wins. Even with ongoing efforts to block these deceptive ads, they continue to infiltrate platforms, making it nearly impossible for young users to escape their reach.
If gambling websites are effectively capturing youth attention, then Tit for Tat does the same—but for a different purpose. Dentsu Creative Thailand took the battle to where it mattered most, turning the very mechanics of gambling ads into a force for awareness.
The campaign repurposed gambling promotions, mimicking their clickbait visuals, bold typography, and enticing offers, but with a twist – each ad ended with the devastating real-life stories of young people whose lives were shattered by gambling addiction. These ads were then strategically placed on TikTok, the go-to platform for Thai youth, ensuring they would be seen exactly where gambling sites were trying to hook their next victims.
Results
The campaign successfully captured attention and sparked conversations, leading to a significant surge in engagement:
- +945.5% TikTok followers
- 154.3% TikTok video views
- +155.7% TikTok video reach (Compared to TikTok account benchmarks)
By leveraging the same digital tools as gambling websites, Dentsu Creative Thailand turned the tide on deceptive online gambling ads, delivering a message that resonated with Thai youth and helped them make informed choices about their future.
CREDITS
Chief Creative Officer: Subun Khow
Creative Director: Monchai Visuttinont
Copywriter: Sutassarin Ankumpoch, Monchai Visuttinont, Pawina Thuamsaeng, Subun Khow
Art Director: Nattapat Jitrungruengnij
Producer: Vorawit Prakornkaew
Account Director: Namfar Tienudom
Senior Account Executive: Areeya Roopsom
Group Business Director: Sopis Rompocapong
Planning Director: Punrasi Ko-slanund
Associate Planning Director: Chutimon Thipjindachaikul
Planning Manager : Nutchawarit Luksamevirojkul
Senior Digital Buyer : Amorntip Taddee
Influencer Marketing Manager: Teeranon Sriharan
Senior Influencer Marketing Specialist: Arisa Thongpum
Senior Influencer Marketing Specialist: Bussyamas Thongkam
Senior Influencer Marketing Specialist: Sarisa Pornmanasukhum
The post Dentsu Creative Thailand and The Stop Gambling Foundation launch Tit for Tat: Stop Online Gambling campaign appeared first on adobo Magazine Online.