"Don't let gambling becomes a problem!" Marketing Campaign in Singapore

NORTH BRIDGE ROAD, Singapore - Sept. 22, 2017 - PRLog -- A national survey on problem gambling revealed that gamblers are starting at a younger age. Many of these individuals started small when they were at school, and gradually developing the habit and ultimately affecting not only himself/herself, but also the people around him/her.

23-year-old-Mike is one of them. He started with online betting websites when he was 17 while he was studying in school.

"In the first 2 weeks, I won. I was making $1,000 on the first week, and another $2,000 on the following week. So in a month, I could be making $5,000. You could imagine how proud I was – the sky is the limit, so there wasn't anything stopping me for winning as I have carefully studied the odds before placing my bets. The next one month, however, I lost all my winnings and then subsequently, I kept losing. In less than a year, I lost about $15,000. I didn't know what to do, $15,000 is a lot of money for a student like me ….. "

Mike's story is not unusual in Singapore. With the accessibility to the internet, convenient betting websites, and lack of sufficient awareness on problems gambling, Mike, just like many other young people in town, could be attracted by the "easy-win". Many cases also reflect that graduates who started young are very prone to multiple relapses when they go to work.

"This is a national problem. We have got to do more, especially for our students. We are pleased that we could partner with the National Council on Problem Gambling (NCPG) to create an outreach campaign to create awareness among the students in all the Institute of Technical Education, Polytechnics and Universities in Singapore, encouraging them not to gamble." Director of Cups Media, Joelle Goh shared. "We have an exclusive distribution network to the canteens of all the tertiary institutions in Singapore, and by tapping on our exclusive networks, NCPG is able to spread their messages to this specific group of audience during their campaign period effectively."

Joyce, campaign manager of Cups Media, also shared excitedly, "To make the campaign more powerful, our team spent 3 days to visit a few campuses to speak with the students with the advertising cups, learn their perspectives and hear their feedback. We are encouraged that all of the 60+ people we spoke with welcomed the marketing campaign, and they are glad to see that the key messages are printed so creatively on the quality paper cups, and they could just "show" the messages to their friends while they are having their favourite lemon tea."

Hui Yang, a local university student noted, "I don't gamble and my close friends don't gamble too, as we know this is harmful. I am glad to see the marketing messages on the paper cups so that everyone can see the key messages in a comfortable and creative way. This is also very effective as many of us bring along our drinks to lecture halls, classrooms and libraries."

"In total, more than 1 million impressions is made during the campaign and 100,000+++ students would see the advertisements and learnt about the messages. With students now faced infinite number of options, constant distractions, browsing culture, where they do not and cannot afford to spend too much time and attention in any particular product. Cups Media help our partners to maximize their engagement with their respective audience for up to 60 min with each message. This is a superior ROI of their investment in publicity." Joelle shared.

>>>

About National Council on Problem Gambling (NCPG) https://www.ncpg.org.sg

The National Council on Problem Gambling (NCPG) was set up in Singapore in 2005 to address problem gambling, following the government's decision to legalise casino gambling and build two integrated resorts at Marina Bay and Sentosa. One of their key tasks is to promote public awareness on problem gambling.

About Cups Media http://cupsmedia.com

Cups Media is Singapore's first and only free cups advertising ™ company. It offers advertisers a new, exciting and non-traditional way to reach out to their target customers. It brings their customer's marketing message to their target customers directly via their free cups advertising campaign ™. They have an exclusive distribution network to schools, offices and F&B outlets covering: students, professionals, managers and specialists in the educational, engineering, banking, public, NGO, healthcare, FMCG, startup and IT industries.