Saatchis looks to turn luck around for problem gamblers

Moving away from the previous communication strategy of highlighting the dangers of problem gambling, the campaign reminds Singaporeans that problem gamblers and their families can change their luck through active steps.

Entitled 'Lucky', the campaign's tagline is 'turn your luck around'.

Launched on 19 January, the campaign speaks to affected families and friends of those affected by problem gambling, showing how they are an active part of an effective support system. The eight-week launch burst also involves print, radio, Facebook and tactical digital web banners on Aktiv network targeted at gamblers and families.

The campaign will run through until end-2013, with media buy to concentrate on TVC and radio, running tactically over high season such as CNY and the football season.

The 60-second TVC, directed by Thai director Thanonchai, portrays the role and perseverance of the wife of a problem gambler to change the luck of her family.

Celevel Butler, general manager of Saatchi & Saatchi Singapore, said, “We are thrilled to be working with NCPG and hope to take their overall communication to the next level. Our campaign builds on the findings of our extensive research with problem gamblers and their families, which has been key in building an emotional impactful campaign.”