Dentsu Creative Thailand strikes back against online gambling with 'Tit for Tat' campaign

Dentsu Creative Thailand, in collaboration with The Stop Gambling Foundation, has launched the "Tit for Tat: Stop Online Gambling" campaign, using the same advertising tactics as gambling operators to reveal their hidden dangers.

Online gambling, despite being illegal, continues to be a growing crisis in Thailand. More than three million Thai youths—nearly a third of the country's young population—fall into gambling each year, accumulating debts that exceed 6.4 billion baht (US$190 million), according to a release.

Beyond financial loss, this issue contributes to rising crime rates, from petty theft to serious offences. Gambling websites exploit social media to target vulnerable youth, making it increasingly difficult to curb their influence despite regulatory efforts.

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To counteract this, dentsu Creative Thailand turned the tables, adopting the same persuasive digital advertising techniques used by gambling sites. The "Tit for Tat" campaign repurposed gambling-style ads, swapping enticing promotions for stark warnings about the real consequences of addiction.

These ads featured true stories of young people whose lives were severely affected by gambling, exposing the harsh realities behind the glamour of quick wins. Focusing on TikTok, the platform most frequented by Thai youth, the campaign ensured maximum visibility among its target audience.

"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," said dentsu in the release.

Engagement skyrocketed, with TikTok followers increasing by 945.5%, video views surging by 154.3%, and overall video reach expanding by 155.7% compared to previous benchmarks. With this innovative approach, dentsu Creative Thailand aims to demonstrate that a well-crafted message, delivered through the right channels, can challenge deceptive narratives and drive meaningful change.

The campaign was led by chief creative officer Subun Khow, with creative director Monchai Visuttinont shaping the vision. Other key contributions came from producer Vorawit Prakornkaew to ensure smooth execution and planning director Punrasi Ko-slanund to guide the strategic direction.

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