Ray of Hope Design & Branding JACK, QUEEN & KING by Leo Burnett Singapore

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Singapore
Agency Leo Burnett Singapore
Producer Liana Oh, Jasmine Ho
Photographer Jeremy Wong
Released December 2011

Credits & Description

Category: Posters
Product/Service: RAY OF HOPE
Vice-President Senior Pastor/Christian Outreach Centre: Pastor Eadweenna Job (Christian Care Services)
Group Executive Creative Director: Chris Chiu (Leo Burnett Group Singapore)
Senior Art Director: Jae Soh (Leo Burnett Group Singapore)
Writer: Colin Koh (Leo Burnett Group Singapore)
Account Director: Eunice Wang (Leo Burnett Group Singapore)
Project Manager: Goh Mei Yi (Leo Burnett Group Singapore)
Photographer: Jeremy Wong (Nemesis Pictures)
Producer: Jasmine Ho (Nemesis Pictures)
Producer: Liana Oh (Nemesis Pictures)
Hair/Make-Up Artist: Red Ngoh (Freelance)
Costume Designer: Xindi Siau (Freelance)
Set Designer: Jae Soh (Leo Burnett Group Singapore)
Retoucher: Evan Lim (Magic Cube)
Media placement: Outdoor Posters - Bus Shelter - 18 December 2011

Describe the brief from the client
Since the opening of Singapore’s first 2 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.

Describe the challenges and key objectives
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.

Describe how you arrived at the final design
To do that, we created a set of posters that dramatized the consequences of problem gambling by using the characters that all gamblers recognise, letting them know they don’t have to fight their addiction alone.

Give some indication of how successful the outcome was in the market
The posters were placed in community centres and at 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.