Love Scams

Award: Gold

Award Year: 2022

Category: The Positive Change: Social Good

Executive Summary

Bringing down crime rates is no easy task. Love scam victims lose not only their hard-earned money but also their confidence and positivity. We wanted to slow the rate of growth of love scams, and help women become more aware, vigilant and scam-wise. In a unique move for the category, we used a behavioural science approach in our campaign to make a positive change. We got smart educated women to believe that if they could fall in love, they could fall for a scam too.

Lead Agency

Ogilvy Singapore

Jason Hill, Chief Strategy Officer

Hakim AK, Strategist

Eunice Lum, Group Account Director

Mitchell Tan, Executive Creative Director

Ishita Roy, Strategy Director

Kai Yao Chua, Program Manager

Nicolas Courant, Chief Creative Officer

Paul Kemp, Creative Director

Elrid Carvalho, Creative Director

Hogarth Worldwide

Nicholas Cocks, Associate Creative Director

Client

National Crime Prevention Council

Elissa Chong, Senior Executive