Kansspelautoriteit Wins Bronze Effie for Social Impact Campaign

For its “Pak je leven weer op, neem een gokstop” (Get Your Life Back, Stop Gambling) campaign, developed alongside FCB Amsterdam, the Netherlands Gambling Authority (Kansspelautoriteit or simply KSA) has been honored with a bronze Effie Award in the social category for delivering a powerful message about responsible gambling.

Kansspelautoriteit Wins Bronze Effie Award 

The Effie jury commended the campaign for its clarity and impact, noting that it tackled a significant social problem with keen insight, a respectful approach, and modest resources. They described the work as impressive and highlighted how it underscores that responsible gambling starts with deliberate choices and, at times, with choosing to stop entirely.

Effie Europe has recognised the most effective marketing ideas in Europe since 1996. Its mission is to lead, inspire, and champion both the practice and the practitioners of marketing effectiveness across the continent. The organisation stands for effectiveness in marketing, highlighting ideas that deliver results and fostering informed discussion on the factors that drive marketing success.

The Effie Awards are regarded by advertisers and agencies worldwide as the industry’s pre-eminent accolade, honouring all forms of marketing that contribute to a brand’s performance. The Effie network collaborates with research and media partners to provide valuable insights into effective marketing strategies. Since 1968, earning an Effie has served as a global mark of excellence.

How Did the Campaign Work?

KSA’s campaign focused on three segments within the growing online gambling market: frequent gamblers, problem gamblers, and their relatives. Instead of highlighting the negative consequences of gambling harm, the Gambling Authority chose to centre the message on hope and recovery.

The key insight driving the campaign was that individuals who lose control often wish to regain their lives. This idea was brought to life through relatable narratives featuring a guitar, a party, a football match, and Christmas gatherings.

With a targeted digital strategy and a budget slightly above EUR 100,000 (about $116,000), the campaign delivered strong results over eight weeks. Awareness of Gokstop among frequent gamblers rose from 17% to 29%, and among problem gamblers from 41% to 50%. Willingness to register nearly doubled, and more than 3,600 people unsubscribed from gambling services, which significantly surpassed typical sign-up levels.

KSA and FCB Amsterdam’s decision to depict familiar, everyday moments rather than focus on the hardships of gambling addiction resonated with people looking to regain control. The bronze Effie Award acknowledges a campaign that demonstrates that the true achievement is taking back one’s life.