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