Title | RAY OF HOPE |
Brand | CHRISTIAN CARE SERVICES |
Product / Service | RAY OF HOPE |
Category | A02. Posters |
Entrant | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Entrant Company: | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Design/Advertising Agency: | LEO BURNETT GROUP SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Chris Chiu | Leo Burnett Group Singapore | Group Executive Creative Director |
Xindi Siau | Costume Designer | |
Red Ngoh | Hair/Make-Up Artist | |
Jae Soh | Leo Burnett Group Singapore | Associate Creative Director |
Colin Koh | Leo Burnett Group Singapore | Writer |
Eunice Wang | Leo Burnett Group Singapore | Account Director |
Goh Mei Yi | Leo Burnett Group Singapore | Project Manager |
Jeremy Wong | Nemesis Pictures | Photographer/Studio Company |
Jasmine Ho | Nemesis Pictures | Producers |
Liana Oh | Nemesis Pictures | Producers |
Evan | Magic Cube | Retoucher |
Traditional posters that feature gamblers losing everything (family, career, etc.) did not work as it was too expected and failed to relate to Singaporeans. So instead, we decided to connect with our culture, which is steeped in superstition, by portraying the demon in the cards.
Since the opening of Singapore’s first two casinos last year, problem gambling cases have increased dramatically. Ray of Hope wanted to encourage people to call their helpline by letting them know that problem gambling is just like any other psychological disorder, and can be treated with proper counselling.
To do that, we created a set of posters that dramatised the consequences of problem gambling by using the characters that all gamblers recognise, and letting them know they don’t have to fight their addiction alone.
The posters were placed in community centres and bus shelters late last year, so it's still too early to determine overall results. However, the significant increase in number of gamblers seeking help at Ray of Hope and other counselling centres already makes the campaign a success.