Young people join in activities of the “Ngưng Bet Dừng Bết” campaign in HCM City, which is organised by students from the Multimedia Communication Management program at FPT University HCM City. — Photo Courtesy of the organiser

HCM CITY — Young individuals in HCM City have orchestrated a comprehensive initiative focused on enhancing awareness about online gambling realities during a recent campaign in the city.

Led by students from the Multimedia Communication Management programme at FPT University HCM City, the campaign themed Ngưng Bet Dừng Bết (roughly translated as Stop Betting to Stop Losing) garnered the participation of tens of thousands of young people in the city.

With the proliferation of online betting, prediction games, and seemingly harmless wagering in digital realms under the veil of amusement, many youths now perceive these activities as mundane and safe, overlooking the potential serious ramifications they could lead to.

In response to this evolving trend, the campaign was launched to enlighten young people about the true nature of online gambling, unmask the psychological manipulation tactics behind it, and emphasise the subtle yet crucial impacts it can have.

Throughout its execution, the campaign disseminated its message through various digital channels, scrutinising behaviours that are progressively becoming normalised in the digital landscape.

Rather than opting for a cautionary tone, Ngưng Bet Dừng Bết chose a more relatable, candid, and engaging approach to connect with the youth, presenting a clearer perspective on how online gambling seeps into daily entertainment routines and influences emotions, curiosity, and the inclination to experiment.

A major highlight of the campaign was the “Ngửa Bài” video series, comprising three episodes unveiled on Facebook and TikTok. The series delved into typical scenarios in youths' lives concerning online gambling, unveiling its working mechanisms and prevalent psychological manipulation strategies.

Infused with relatable, comprehensible, and light-hearted elements, the videos were crafted to facilitate viewer engagement, empathy, and self-reflection on personal behaviours. This aspect emerged as a pivotal component of the campaign in the digital realm, where gambling-related content is progressively seeping into youths’ media engagement.

In addition to its online initiatives, the campaign unveiled an interactive experience booth where participants were introduced to online gambling through quick, immersive, and visually appealing activities.

After two months, the “Ngưng Bet Dừng Bết”, a communication campaign designed for young individuals aged 18–24 in HCM City, successfully wrapped up. — Photo Courtesy of the organiser

Rather than receiving information passively, participants immersed themselves in scenarios prompting them to explore firsthand how online gambling functions and to comprehend that seemingly harmless behaviours could trigger an unrestrained cycle.

The booth not only acted as a direct communication channel but also allowed the campaign to connect with young people in a lighter, relatable, and accessible manner.

The culmination of the campaign was the immersive interactive event Ngưng Bet Dừng Bết, held over two days at FPT University HCM City. This central activity aimed to simulate the behavioural cycle commonly associated with online gambling. Through a guided experiential journey, participants didn't just receive knowledge but also experienced firsthand how factors like the thrill of winning, excitement of betting, or the urge to recover losses can shape decision-making.

Each initiative served as a distinct touchpoint with a shared objective of empowering youths to grasp the intricacies of online gambling, allowing them to pause before leisure turns into an inescapable cycle.

Ngưng Bet Dừng Bết wasn’t merely a communication endeavour but an endeavour to engage young individuals through language, pace, and experiences closely aligned with their digital lives.

Following over two months of implementation, the Ngưng Bet Dừng Bết campaign concluded its journey through assorted activities, including the “Ngửa Bài” video series, the “Bingo Bết” interactive booth, and the immersive event “Ngưng Bet Dừng Bết” at FPT University HCM City.

Ngưng Bet Dừng Bết is a communication campaign designed for young individuals aged 18–24 in HCM City who have engaged in online gambling activities but often perceive them as harmless forms of entertainment, rather than risky endeavours.

Rather than resorting to fear-driven messaging, the campaign opts for a subtle and relatable approach, steering clear of judgment or coercion. By placing youths in familiar settings where behavioural patterns surface gradually, the campaign unfolds a narrative from initial excitement to the euphoria of triumph, the impulse to recoup losses, and the unshakeable belief of maintaining control. — VNS