Approx. 125,000 adult Danes are thought to have problems with gambling. Gambling addiction is a problem that can be difficult to stop in time and is known as "the hidden addiction".
The campaign was initiated as part of the relaunch of the StopSpillet helpline, which the Danish Gaming Authority had taken over from Danske Spil at the beginning of 2019 and given a new name to. Therefore, one of the primary goals of the campaign was to make more players aware of the independent helpline.