Cheil Worldwide and Toss, in partnership with the Korean National Police Agency, launched “Doyoung’s Gambling Die-ary,” a campaign highlighting the growing issue of teen gambling in South Korea. Using a fictional Instagram account, the campaign follows 16-year-old Do-young Park, whose posts initially depict a typical teenager’s life. Gradually, signs of gambling addiction emerge—obsessive smartphone use, excessive spending, and selling personal belongings—revealing how easily teens can fall into gambling disguised as mobile gaming.
Watch the campaign here:
Based on real interviews with teen gambling victims and expert insights, the account ran for 38 days, culminating in a post where Do-young is revealed to be trapped in gambling debt. The campaign then disclosed that Do-young was an AI-generated character created to shed light on the hidden dangers of gambling. This innovative approach resonated widely, earning millions of views and sparking discussions about a problem often overlooked by adults.
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Through this impactful effort, the campaign calls on parents, teachers, and friends to recognize gambling addiction signs and take preventive action. By raising awareness and encouraging societal responsibility, Cheil Worldwide, Toss, and the Korean National Police Agency aim to protect teens from the harmful impacts of gambling and promote healthier lives.
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