Singapore — The National Arts Council (NAC) has launched “Life. Better with the Arts”, a multi-year public campaign developed with TBWA\Singapore to encourage Singaporeans to see the arts as a catalyst for everyday growth, confidence, and personal progress.
Running from December 9, 2025 to January 31, 2026, the campaign rolls out across social media, digital platforms, and digital out-of-home touchpoints nationwide.
It is grounded in the insight that Singaporeans are constantly seeking self-improvement, positioning the arts as a practical and accessible way to unlock new perspectives and tangible life benefits.
The launch is led by two short films aimed at audiences who may overlook the role of the arts in daily life.
“Who’s the New Aida?” follows a working professional who gains confidence and creative energy through the arts, with ripple effects in her workplace interactions.
“Who’s the New Ethan?” centres on a child who builds self-belief and expression through creative participation, skills that extend beyond the stage.
The campaign also features #OurSGArts stories across social and outdoor platforms, spotlighting local artists and arts groups to reinforce how the arts are woven into everyday Singaporean life.
Lynette Pang, deputy chief executive officer of the National Arts Council, said, “Life. Better with the Arts is built on the consumer insight that Singaporeans are always striving to be the best version of themselves. At NAC, we believe that the arts can play a meaningful role in this endeavour–the creative spark found through the arts is one of the most powerful ways to unlock new perspectives and enrich lives.”
Gustavo Figueiredo, group creative director at TBWA\Singapore, said, “The arts aren’t a separate world. They’re a springboard for growth, confidence, and better living. This campaign invites Singaporeans to see the arts not as something distant, but as something essential and accessible.”
Through film, storytelling, and public-space visibility, “Life. Better with the Arts” invites Singaporeans to rediscover how creative encounters, however small, can meaningfully improve everyday life.
