Dr Mumbo

An agency you would bet on

I want Germany to winAh, it’s one of those press releases that lead the reader to suspect that they are some sort of bad joke. And it’s for Singapore’s now world-famous National Council on Problem Gambling.

Yes, this is the government-backed charity that was much tittered-at just before the World Cup for its ‘I want Germany to win’ anti-gambling ad, which went spectacularly viral for suggesting that having a flutter is probably a really good idea. The same ad that somehow managed to win a gong at the Institute of Advertising Singapore’s Hall of Fame Awards a few weeks ago, with IAS defending its decision by claiming the ad had been “effective”. Hmm.

Well, you probably couldn’t have bet on a better name for NCPG’s new ad agency.

National Council on Problem Gambling (NCPG) picks Addiction Advertising

NCPG imageDec 5, 2014 SINGAPORE – Following a pitch, NCPG has officially awarded Addiction Advertising as its creative agency for its outreach efforts in 2015.

NCPG is part of Singapore’s national framework to address problem gambling and one of its main roles is to create public awareness on the harm of problem gambling.

As the appointed agency, Addiction would be responsible for the provision of strategic counsel, creative direction and conceptualisation of a brand new campaign.

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 nation-wide campaign is expected to run in the first-quarter of 2015 across multi-media platforms that include broadcast, print and online.

It appears that Addiction Advertising didn’t see the irony in its own name, with the announcement of the win on its Facebook page reading: “We are delighted to welcome our latest addict – National Council on Problem Gambling.”

Surely worth a blow-out at Marina Bay Sands to celebrate.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing