South Korea Launches a Campaign Against Teen Gambling

Do-young Park’s Story: An Inside Look

At the center of the campaign is a fictional 16-year-old high school student, Do-young Park, whose Instagram feed was published over 38 days. Initially, his life seemed ordinary—school, friends, hobbies. However, over time, his posts began hinting at a developing addiction: he was increasingly absorbed in his smartphone, gifting expensive presents to friends, and eventually selling his belongings.

The storyline was based on real warning signs of teenage gambling addiction, identified by experts and interviews with young gamblers. The final post included the message, “I want to quit,” implying the struggle to escape gambling debt. Three days later, it was revealed that Do-young was a fictional character created using AI technology, combining real stories of teenagers who had fallen victim to gambling addiction.

Public Response and the Importance of the Issue

The campaign sparked widespread public reaction, with the video telling Do-young’s story garnering over 4.3 million views and more than 3,000 comments. Many users admitted they had not fully realized the severity of the problem and saw the story as a wake-up call.

Cheil Worldwide’s Creative Director, Youbin Bang, emphasized that the campaign’s primary goal was to draw the attention of parents, teachers, and society as a whole rather than simply condemning teenagers who had become victims of gambling. Toss’s Head of Marketing, SungSoo Lee, noted that creating a virtual persona helped make the campaign feel more real and highlight how easily teenagers can fall into gambling addiction.

Continuing the Fight Against Teenage Gambling

The “Do-young’s Gambling Diary” campaign ran for two months, from August to October, through Toss’s official social media channels and the Korean National Police Agency, with additional support from influencers and outdoor advertising. Organizers plan to continue the initiative, aiming to raise awareness of the problem and help teenagers avoid gambling addiction.