Singapore appoints Addiction Advertising to head 2015 campaign

Singapore’s National Council on Problem Gambling has appointed Addiction Advertising as its creative agency for its 2015 campaign targeting gambling addiction.
As the appointed agency, Addiction would be responsible for the provision of strategic counsel, creative direction and conceptualization of a brand new campaign, it said.
The 2015 campaign will seek to appeal to NCPG’s target audience “in a positive manner that conveys hope for recovery while demonstrating how problem gambling can affect one’s family members and encourage help-seeking behaviour among problem gamblers and/or their family and friends.”
The nationwide campaign is expected to run in Q1 of 2015 across multimedia platforms that include broadcast, print and online.
The NCPG was widely ridiculed in 2014 for a campaign it ran to coincide with the FIFA World Cup. The anti-gambling ad backfired after showing a boy complaining about his father betting away his future on Germany winning the tournament. The German side went on to take the cup thus ensuring a windfall for the family.