Singapore – The Ministry of Culture, Community, and Youth (MCCY) is promoting harmony amidst diversity in its latest film series with advertising agency DDB Group Singapore.
As Singapore celebrates its 60th year of independence, MCCY’s campaign showcases the values uniting Singaporeans. It highlights multiculturalism and invites Singaporeans to maintain mutual understanding.
The three-part series captures conversations between Singaporeans, highlighting the country’s diversity. It shows how a Chinese and batik artist combine their skills to create art while two cooks blend Indian and Chinese cuisines to make a new dish.
The campaign emphasises how multiculturalism is an asset that needs to be preserved for future generations. It was launched on YouTube, complemented by assets on social media, broadcast TV, and radio.
Singapore is home to multiple races and religions, regarded as one of the most diverse populations in Asia. It is comprised of Chinese, Malay, Indian, Eurasian, and Peranakan communities.
Jeff Cheong, CEO of DDB Group Singapore, said, “Throughout time, food, art, and music have served as powerful bridges, uniting diverse communities through a shared passion. As we celebrate our nation’s 60th anniversary, it is vital to cherish these intrinsic values that propel us forward as one. The campaign taps into these shared emotions to demonstrate we have so much more in common than we think and everything to gain from working and playing together.”
