A Growing Concern in South Korea
Teen gambling is an escalating problem in South Korea, with alarming statistics revealing that nearly 40% of teenagers in the country have experienced some form of gambling. According to the Korean National Police Agency, the number of juvenile offenders aged 14 to 19 charged with gambling has soared by 2.3 times in just one year. This sharp increase underscores a growing trend often overlooked by parents and society at large, who tend to dismiss online gambling as nothing more than an innocuous mobile game enjoyed by a few troubled adolescents.
Collaboration for a Cause
To confront this pivotal issue, Cheil Worldwide, in partnership with Toss and the Korean National Police Agency, launched a compelling Public Service Announcement (PSA) campaign titled Doyoung’s Gambling Die-ary. The campaign aims to raise awareness of the dangers associated with teen gambling, a concern that has become increasingly pronounced as access to online gambling platforms widens, making it easier than ever for teenagers to fall prey to its allure.
The Creative Approach: Instagram as a Medium
The innovative campaign leveraged social media’s reach by creating a fictional character named Do-young Park, a 16-year-old high school student. Over 38 days, Do-young’s daily life was depicted through a meticulously curated Instagram feed. At first glance, his life appeared typical for a teenager, filled with snapshots of mundane activities like school, friends, and hobbies. However, as the campaign progressed, the photos began revealing the sinister impacts of gambling addiction—transforming the seemingly idyllic teenage experience into a cautionary tale.
Subtle Signs of Gambling Addiction
Through visuals and storytelling, the campaign artfully illustrated how teens like Do-young can subtly delve into gambling. Audiences were shown signs such as Do-young being glued to his smartphone, gifting expensive items to friends, and ultimately selling his possessions to fund his growing gambling habits. This narrative became an immersive experience, enabling parents and peers to recognize the quiet yet devastating signs of gambling addiction.
A Realization of Reality
The emotional depth of the campaign was heightened by its ending, which featured a poignant message from Do-young, stating, “I want to quit now,” which starkly indicated his inability to escape the cycles of debt and addiction that gambling had entangled him in. Three days later, a film disclosed that Do-young was a fictional character, his visage crafted using AI technology, combining features from real teenage gambling victims. This revelation was a powerful reminder of the very real consequences that gambling can impose on teenagers.
Widespread Impact and Reception
The Doyoung’s Gambling Die-ary campaign resonated widely, garnering more than 3,000 comments on its microsite and accumulating over 4.3 million views on the associated campaign film. The engagement levels were a clear indication that the campaign sparked discussions about the importance of recognizing online gambling’s dangers.
The Voices Behind the Campaign
“We thought a lot about how to attract parents and society’s interest and sympathy for the teen gambling issue,” explained SungSoo Lee, Brand Marketing Lead at Toss. The campaign’s design aimed to create an awareness platform that could effectively communicate the serious threat of gambling while also promoting empathy for those afflicted.
Creative Director Youbin Bang noted that the objective was to shift the focus away from blaming the teenage victims of gambling towards alerting parents and society about the signs of gambling addiction that often go unnoticed.
Conclusion: A Call for Awareness
The campaign, which ran from August to October, utilized platforms such as Toss’s official channels, the Korean National Police Agency, out-of-home advertising, and influencer partnerships to reach a broad audience. It not only intended to raise awareness about the nascent issue of teen gambling but also to incite conversations among parents, peers, and educators about preventive measures that can be taken to curtail this growing epidemic.
As South Korea grapples with the realities of teen gambling, initiatives like Doyoung’s Gambling Die-ary play an invaluable role in educating society and reinforcing the importance of vigilance in protecting the younger generation from the risks of gambling. This campaign stands as a crucial step towards fostering an environment where both teens and their guardians can engage in open dialogues about this pressing issue, helping to ensure that no further individuals fall victim to gambling’s grip.
