Running for eight weeks, the campaign will seek to change how young people in Denmark perceive ROFUS. It centres on a 60-second film that will feature across YouTube, Twitch and various streaming services.
The campaign comes after a recent study found young Danish men associate ROFUS with having a gambling problem. At present, more than 15,000 men aged 18 to 25 are registered with ROFUS.
The initiative is targeted at young men aged 18 to 24, who have been given access to gambling for money.
‘Take it to ROFUS’
Anders Dorph, director of Spillemyndigheden, hopes the campaign will encourage more young people seeking help for their gambling habits to also sign up.
“For many people, gambling is an entertainment product,” Dorph said. “But it’s important that there is also room for taking a break from gambling. ROFUS can be a good tool for many. We hope our new campaign can help inform the target group about this.”
From the recent study, Spillemyndigheden found gambling plays a large role in young men’s communities. However, at the same time, there was not much talk about potential negative consequences of gambling.
“When gambling is a large part of the community, it can be vulnerable to speak out and stand out from the crowd,” Dorph said. “That’s why we hope that a new campaign can start a conversation among young people about it being okay to skip the game and ‘take it ROFUS’, which is the campaign’s slogan.”
