Mensa in feel good drive for S'pore

SINGAPORE: As controversy surrounding intelligence levels in the city rages on, Mensa is kicking off a membership drive with a print and outdoor campaign. Mensa's campaign, created by Gosh! Advertising, features advertising with seemingly indecipherable mes- sages. The messages are actually puzzles to test readers' intelligence, and those who solve them will be invited to become members of the worldwide organisation, where membership is based on candidates meeting its IQ requirement. Mensa, which has 800 members in Singapore, decided to launch its recruitment drive to help Singaporeans feel good about themselves, said Elaine Chong, Mensa's PR and marketing manager. Chong said controversy surrounding the screening of the local version of Who Wants to be a Millionaire - where some contestants failed to answer basic general knowledge questions - may have created the impression that Singaporeans were unintelligent. "Just because a person can't answer general knowledge questions, it doesn't mean they're not intelligent. We're putting up these posters so that when people decipher them they gain a sense of satisfaction," Chong said. Lim Soon Huat, creative partner at Gosh! Advertising, which created the campaign, said people could enquire about becoming a member via the organisation's website mensa.org.sg, which is mentioned at the bottom of each ad. Lim, who is a Mensa member, was instrumental in helping Gosh! win the account without a pitch, according to Chong. Gosh! Advertising was established in September last year by five partners who previously worked for Lowe Lintas & Partners. There was no incumbent agency on the Mensa account.

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