VAD is the Flemish expertise center for alcohol, illegal drugs, psychoactive medication, gambling and gaming. It is the partner organization of the Flemish government in the framework of the prevention policy for alcohol and other drug problems. VAD is also the umbrella organization for Flemish organizations working around alcohol and other drugs. The public service is called De Druglijn.

VAD wants to create awareness among two main target groups. On the one hand, it wants club members to reflect on their own behavior and make it clear that more sports knowledge does not lead to more profit. On the other hand, VAD wants club management and sports federations to reflect on gambling within the club scene.

Our challenge?

To come up with a successful creative concept, including launching an awareness campaign around participating in sports betting, where the marketing & communication is flawless, so that VAD can reach more people and thus try to compete against the big pro gambling organizations.