SINGAPORE — The National Crime Prevention Council of Singapore (NCPC), together with Ogilvy Singapore, have launched their latest anti-scam awareness TVC for their ongoing “Spot the Signs” campaign, renewing efforts to educate the public about scams that continue to plague the city.
The new TVC uses behavioural science techniques to hone in on the emotional and mental toll of being scammed, and the effect that can have on individuals.
Mr Ng Khee Jin, Chairman, Public Communications Sub-Committee, National Crime Prevention Council and Creative Partner, Kheej LLP said, “Scammers stay ahead of the curve by coming up with increasingly more devious ways to prey on their victims. Many in Singapore have been lulled into a false sense of security by thinking that they are immune to scams. The truth of the matter is, anyone can become a victim of scams. Therefore, NCPC needs to continue in its efforts to raise awareness and educate the public in recognising the different signs of potential scams. We hope that the TV commercial and online video, which forms part of our NCPC Anti-Scam Campaign, will help convey this urgent message to the general public.”
Mitchell Tan, Executive Group Director Ogilvy Singapore said, “Many anti-scam ads focus on how scams work and the tactics scammers employ. They’re all quite logical. But logic alone is not enough to get people to take scams seriously. Especially when they think only the un tech-savvy and uneducated will fall for scam and not them. Our aim with this latest campaign, is to go beyond logic and use emotion and empathy to reach our audience.”
The TVC highlights the plight of a main character, a successful individual who audiences feel they can identify with. Instead of showing a scam in progress, the TVC shows the other side of scams – the scary aftermath and fallout that victims have to deal with. The narrative brings Singaporeans to the realization that they too could have been victims, through juxtaposition with internal monologues, that capture the train of thought that led them to fall for the scam.
The video shows the victims’ disappointment, desperation, anger, and embarrassment after the scam with an internal monologue capturing their happiness, excitement and hope before the scam, creating an uncomfortable tension that will draw viewers in.
Tan added, “NCPC gave us a great deal of detailed insight into the prevalent online scams in Singapore and the tactics used by the scammers in winning the confidence of would-be victims. Together our goal was to communicate to the public by using best practice techniques to help craft powerful, behavior changing narratives so that people will protect themselves against scam.”
Last year, scam victims lost SG$168 million to conmen in the top 10 scam categories in the first half of 2021, a sharp spike from SG$63.5 million in the same period last year. This comes on the back of a 16 percent rise in the number of reported scam cases and a 11.2 per cent hike in overall crime, according to mid-year statistics released by the Singapore Police Force.
CREDITS
Chief Creative Officer Nicolas Courant / Ogilvy Singapore
Executive Creative Director Troy Lim / Ogilvy Singapore
Associate Creative Director Rachel Chew / Ogilvy Singapore
Senior Art Director Zac Tan / Ogilvy Singapore
Strategy Director Ishita Roy / Ogilvy Singapore
Strategist Swati Shivshankar / Ogilvy Singapore
Managing Director Mitchell Tan / Ogilvy Singapore
Account Director Eunice Lum / Ogilvy Singapore
Program Manager Kai Yao Chua / Ogilvy Singapore
Account Executive Chua Xin Ying / Ogilvy Singapore
Producer Josephine Pang / Chua Ann May / Hogarth Worldwide
Production House : Chuan Pictures Pte Ltd
Director: Royston Tan / Chuan Pictures Pte Ltd
Executive Producer: Karen Khoo-Toohey / Chuan Pictures Pte Ltd
PRESS RELEASE
Asst Producers: Wendy Lie / Chuan Pictures Pte Ltd
Production Manager: Sherilyn Lee / Chuan Pictures Pte Ltd
Director of Photography: Chuck Tham / Chuan Pictures Pte Ltd
Gaffer: Ben Teaw / Chuan Pictures Pte Ltd
Key Grip: David Quek / Chuan Pictures Pte Ltd
Art Director: Samantha Sng / Chuan Pictures Pte Ltd
Casting: Shiny Happy People
Post-Production: Gravitate Post
Offline Editor: Pinky Calica Vierra / Gravitate Post
Colourist: Azman Mohamed / Gravitate Post
VFX Supervisor: Shahril Ahmad / Gravitate Post
VFX Leads: Christopher Malacaman / Gravitate Post
Audio Post: YellowBox Studios / Gravitate Post
