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Two of Rosario’s most iconic footballers, Ángel Di María and Maximiliano Rodríguez, both of whom played for the Argentine National Team, have teamed up for a new Responsible Gaming campaign called “Decisions”, launched by City Center Online.
The project aims to kick-start a wider conversation about responsible gambling participation while clearly and directly communicating a crucial message: children under the age of 18 should not participate in games of chance. To communicate this message, the project relies on the personal histories of both former Argentine National Team players, their strong sense of belonging to Rosario’s two biggest football clubs, and the pivotal decisions that led to their success in football.
A Message Rooted in Identity and Life Choices
City Center Online chose Di María and Rodríguez as the campaign’s ambassadors because of their strong sense of identity with Rosario’s football culture and their strong link to Rosario’s two biggest football clubs, Rosario Central and Newell’s Old Boys.
Di María spent many years playing football in Europe but later returned to Rosario Central, where he is now one of the team’s most prominent players. Rodríguez, who is now retired, is an iconic player for Newell’s Old Boys, where he returned and won the local championship in 2013.
Through these personal stories, the campaign establishes a link between the idea of responsible decision-making in life and football and the need for informed decision-making in relation to gambling. The two footballers’ stories are used as examples of how life-changing decisions can influence an individual’s life.
“Decisions”: From the Pitch to Everyday Life
The campaign is based on storytelling. In the videos, both players look back on key moments in their careers and how these decisions affected their lives. The story then shifts to a strong Responsible Gaming message, targeting young people in particular.
The campaign ends with a strong message from both players: “It was the best decision of my life. I decided with my head. If you are a minor, you cannot bet.”
This message underlines the value of maturity, knowledge, and responsibility, linking sportsmanlike conduct with good behavior in other areas of life.
Digital Reach and Public Engagement
The campaign “Decisions” is hosted on the official YouTube page of City Center Online, reaching a wider digital audience and inviting public engagement with the theme of Responsible Gaming.
By using the credibility and emotional engagement that Di María and Rodríguez have with their fans, the campaign seeks to initiate a relevant and substantial dialogue that goes beyond the boundaries of a typical advertising campaign. Instead, it seeks to place Responsible Gaming on the agenda of personal choice, knowledge, and responsibility.
With the words of two prominent football players, the campaign conveys a simple yet powerful message: responsible decisions, both on and off the pitch, can shape a lifetime.
Source: SBC Noticias
