National Council on Problem Gambling | Know the Line Campaign | Singapore

The creative agency was awarded the account in April. Aimed at both English- and Chinese-speaking audiences, the project focuses on children being the victims of gambling. Through mass media, the NCPG is aiming to reach out to the community, educate people on the problem and help those affected.

Local filmmaker Eric Khoo focuses on the emotional impact on children in families with gambling-related issues. The commercial will air on TV and in subway stations until December.

The initiative also includes partnerships with local organizations and community centers to drive awareness on the consequences of gambling through roadshows. Social media like Facebook and online interactive efforts will be implemented in December.






Credits:
Project Know the Line Campaign
Client The National Council on Problem Gambling
Creative agency Bates 141, Singapore
Chief creative officer Sonal Dabral
Executive creative director Steve Llewellyn
Art director Susie Sun
Copywriter Sharon Chan
Agency producer Theresa Wong
Media agency Mediacom
Production company Zhao Wei Films
Exposure Television, print, outdoor, online, events