Brief Explanation

The opening of 2 new casinos in Singapore caused much debate and concern across society. Whilst there would be a financial gain to the economy through spending in casino’s and tourism, Singaporeans were very concerned that the availability of casinos within Singapore itself would prove to be too much temptation for Singaporeans who enjoyed gambling – this easy access could quickly lead to gambling addiction, which would have a treacherous impact on society. Our client, The Christian Care Service wanted to tackle this threat head on by ensuring its services would be available to anybody afflicted by gambling addiction. However, the key barrier was to find language that would be accepted by gamblers and to position gambling in a way that was not derogatory to gamblers. In doing so, we hoped to provide a ‘ray of hope’ to people affected by excessive gambling. We are proud of this campaign because we believe that creativity can be a most effective tool to help solve societal threats and tensions and that one does not have to always demonize people for their problems.