Wild warns you about the Ah Long

National Crime Prevention Council has appointed Wild Advertising & Marketing for its inaugural campaign against unlicensed money lending.The appointment comes after a closed-door pitch for the account which was called in July this year. The pitch saw other agencies such as Ogilvy & Mather and DDB taking part.The appointed media agency is UM.The year-long campaign is aimed at educating borrowers, harassers and the public on the consequences of borrowing from unlicensed money lenders, locally known as "Ah Long".It hopes to create awareness and educate on the consequences and social ills of securing money through the unsolicited process. The target audiences for the campaign are the borrowers, the harassers and the public.This nation-wide advertising campaign will run across print, TV, OOH and online media.The campaign message to borrowers displays the consequences which they and their families will have to bear if they choose to lend from unlicensed money lenders.To harassers, the campaign communicates that working for unlicensed money lenders is a crime and that they could be jailed and caned. Lastly, for the public, the campaign hopes to rally them to report unlicensed money lending cases to the official hotline, "1800-X-Ah-Long".