RAY OF HOPE

TitleRAY OF HOPE
ClientCHRISTIAN CARE SERVICES
Product / ServiceRAY OF HOPE
CategoryA02. Posters
EntrantLEO BURNETT GROUP SINGAPORE, SINGAPORE
Entrant Company:LEO BURNETT GROUP SINGAPORE, SINGAPORE
Design/Advertising Agency:LEO BURNETT GROUP SINGAPORE, SINGAPORE

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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