As more citizens gained access to the internet, there was an alarming proliferation of deception through scams. Cyber extortion and lottery scams topped the list of online scams in 2012 with the lottery scam alone cheating victims of close to $3 million.

There was an urgent need to educate the public about these scams. Messages were crafted to elicit curiosity so that the public would read on to find out more, where they would then be warned of the scams and provided with advisories to avoid being scammed.

The visuals were widely placed in housing estates, at bus stops and on buildings. One of the visuals garnered enough recall to win the SPH iink Awards 2013 – Readers’ Choice Award.

PUBLIC MESSAGE CAMPAIGN
PHOTOGRAPHY ART DIRECTION
COPYWRITING