who is sam?

One of MCCY’s goals is to create a more caring society. But what if one’s needs are not obvious 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. A young man, an elderly man, a pregnant woman, a man with a disability. Can you guess who was caught in a difficult situation and needed care? We posed this question to 30 Singaporeans.

How it workED

We created a series of social experiments, each captured as a video asking Singaporeans to discern who amongst a panel of people needed care. Each video featured an unexpected twist during the revelation, conveying the message of looking beyond appearances in a memorable way.

Integrating this message into the day-to-day lives of Singaporeans, ambient ads we placed at at common spaces like MRT trains and sports facilities, and social content showcasing inspiring stories were posted online.