This project showcases a Responsible Gaming initiative for Singapore Pools, crafted to connect with Singaporeans in a fun and relatable way. Using familiar Singlish phrases like "Hoseh bo?" and "Mai kan chong," the campaign encourages players to game responsibly and adopt mindful habits. The design features playful doodle visuals and a conversational tone, making the message both approachable and engaging. By incorporating local culture, the campaign promotes responsible gaming in a way that resonates with the heartland spirit.