Client: Ministry of Culture, Community and Youth (MCCY) 

Agency: DDB Tribal Worldwide Singapore

CARING CAMPAIGN

The project marked our new approach to campaign research, as we explored new frontiers in stream intelligence and behavioural insights. Through controlled trials, we were able to distil evidence based insights in order to incite behavioural changes.

One of MCCY’s goals is to create a more caring society. Many Singaporeans would care for those with obvious needs, such as the elderly or the frail. But what about those whose needs are not always clear at first sight?

Our task was thus to encourage Singaporeans to care beyond appearances and be more attentive to the needs of those around them.

To do this, we will create an interesting piece of video content in which Singaporeans are asked to discern who amongst a panel of people needs care. The video will have an unexpected twist, conveying our message of looking beyond appearances in a memorable way.

To bring this message to the day-to-day lives of Singaporeans, we will place ambient ads at common spaces like MRT trains and sports facilities to spur members of the public to look out for others.

And to further raise awareness of this campaign, we will also create social content showcasing inspiring stories of Singaporeans who received care from strangers. Through this comprehensive campaign, we hope to affect meaningful behavioural changes, and help MCCY empower Singaporeans to create a more caring society.