Singapore’s central bank Monetary Authority of Singapore(MAS) has appointed creative agency Addiction Advertising for its integrated campaign under its MoneySENSE programme, following a pitch.
The MoneySENSE National Financial Education Programme was launched in October 2003 to help Singaporeans become more self-reliant in their financial affairs. The campaign aims to educate consumers about the risks of unsecured credit debt.
The agency is tasked to provide strategic counsel, creative direction and publicity for the island-wide campaign.
The campaign seeks to raise public awareness of healthy habits for sustaining good credit while educating Singaporeans on debt management.
The campaign is expected to run in end of July across multimedia platforms including broadcast, print, out-of-home and online.
Lionel Lim, account director, “We are ecstatic to welcome MAS on board the Addiction family. Learning that there are about 84,000 of our fellow Singaporeans who hold unsecured credit debts exceeding 12 times their monthly income – owing a total of SG$7.5 billion was shocking for us. We are proud to be part of a campaign that promotes such social awareness.”