The Responsible Gaming (RG) Campaign is intended to educate customers of Singapore Pools about responsible betting practices. It is a series of ads targeting different audiences, and features the use of “Singlish” language to better connect with the public:

Time to lim kopi! – Time to drink coffee!

Mai paiseh! – Don’t be shy!

Heng ah! – I’m so lucky!

This approach makes the campaign fun and engaging, while effectively conveying the message to the audience.