Monetary Authority of Singapore picks Addiction

Monetary Authority of Singapore has chosen Addiction Advertising as its creative agency for its integrated campaign on the risks of unsecured credit debt under MoneySENSE.

The MoneySENSE National Financial Education Programme was launched in October 2003 and aims to help Singaporeans become more self-reliant in their financial affairs. It does this by helping Singaporeans acquire the knowledge and skills to manage their day-today finances, plan for their longer-term needs and exercise their rights as consumers of financial services.

As the appointed creative agency, Addiction will be responsible for the provision of strategic counsel, creative direction and publicity of the island-wide campaign.

The campaign seeks to raise public awareness of the need for prudent use of unsecured credit to help consumers avoid getting into debt problems and to encourage Singaporeans to spend within one’s means, adopt good saving and money management habits. The campaign will also focus on the pitfalls of excessive debt and educate Singaporeans on how to manage one’s debt.

“We are ecstatic to welcome MAS on board in the Addiction family. The synergy and working relationship has been nothing short of amazing! 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 S$7.5 billion was shocking for us! We are proud to be part of a campaign that promotes such social awareness,” said Lionel Lim, Account Director.