NCPG

How We Made Quitting the Real Win

Beating Chance With Choice

Creative & Content Marketing

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Social Media Management

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The Brief

The National Council on Problem Gambling (NCPG) leads efforts in promoting responsible gambling, yet their message wasn't sticking. They wanted a strong, impactful social media presence, rooted in authentic and relatable content to inspire better choices for those who may be struggling and emphasises responsible gambling for the casual players.

How We Gave Their Messaging A New Skin

We shifted the conversation away from shame-based prevention to one rooted in empathy, education and empowerment. On Facebook, we created content series that positions NCPG as a trusted counsellor, sharing advice and real-life stories to foster a safe and supportive community. On Instagram, we used Gen-Z storytelling for entertainment series that are playful yet purposeful, highlighting the “red flags” of irresponsible gambling to youth.

Settling The Score

We helped NCPG significantly strengthen its connection across a diverse audience. By delivering a 62% increase in reach on Facebook and a massive 700% jump on Instagram, our strategy proved that preventative messaging is well received with the right delivery.

More Projects

The National Council on Problem Gambling (NCPG) leads efforts in promoting responsible gambling, yet their message wasn't sticking. They wanted a strong, impactful social media presence, rooted in authentic and relatable content to inspire better choices for those who may be struggling and emphasises responsible gambling for the casual players.

NCPG

Kallang Wave Mall (KWM) had everything on their shelves: entertainment, picture-worthy meals, and retail therapy. What they wanted was to be more than a to-do list destination, to build a community thriving with experiences, where everyone leaves with more than just a shopping bag.

KWM

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

The Children's Cancer Foundation (CCF) needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared in promoting CCF's Hair for Hope Campaign 2024..

Hair for Hope 2024 (CCF)

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

The National Council on Problem Gambling (NCPG) leads efforts in promoting responsible gambling, yet their message wasn't sticking. They wanted a strong, impactful social media presence, rooted in authentic and relatable content to inspire better choices for those who may be struggling and emphasises responsible gambling for the casual players.

NCPG

Kallang Wave Mall (KWM) had everything on their shelves: entertainment, picture-worthy meals, and retail therapy. What they wanted was to be more than a to-do list destination, to build a community thriving with experiences, where everyone leaves with more than just a shopping bag.

KWM

FWD Insurance wanted to move beyond using social media as just a promotions channel. Their platforms were primarily focused on offers rather than building a community. As a brand that simplifies complicated parts of life, FWD needed a content approach that was more human, more helpful, and closer to their audience’s everyday lives.

FWD

Watsons wanted to keep promos and trends at the heart of their feed, but with a sharper aim: use them to grow engagement and build a stronger sense of community around beauty and wellness. The goal was to connect with millennials seeking transparency and Gen Zs craving individuality, authenticity, and purpose.

Watsons

Alexandra Hospital sought to attract nursing students, but competing with larger names was tough, especially given its perceived reputation as a dated institution. The wider global shortage of healthcare workers made the challenge more daunting.

Alexandra Hospital

The Children's Cancer Foundation (CCF) needs more people to understand what the impact of childhood cancer really looks like beyond the ribbons and campaigns. The message had to stay consistent, clear, and human across everything we shared in promoting CCF's Hair for Hope Campaign 2024..

Hair for Hope 2024 (CCF)

Heritage and literary content felt too distant for younger audiences to connect with. The National Library Board through its subsidiaries — National Library Singapore, National Archives of Singapore and Public Library Singapore — wanted to bring history closer, make the past come alive, and make stories feel more relevant. They wanted to start conversations that could carry across platforms.

NLB

Singapore is a premier global aviation hub. CAAS wanted to lead the conversation online, grow local awareness and spark interest in the industry’s future. But how do you get everyday people to care about civil aviation?

CAAS

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