Most prevention campaigns don't work with young people because they're too serious, too preachy, too boring.

We wanted to get into the conversation by following the cultural codes of young people. We invented a fake rapper named ANJ and launched a video clip where he depicts the downward spiral of sports betting.

The campaign was a huge success with the clip on youtube, the song hitting radio playlists, being used on tiktok loops and so on... Over 300M impressions!