Singapore – Singapore’s Ministry of Culture, Community and Youth (MCCY), in partnership with Dentsu Creative Singapore, has launched a digital campaign showcasing the dedication, resilience, and extensive support networks that drive Singaporean athletes to success.
The campaign’s hero film, ‘Every Support Counts,’ highlights the collective effort behind an athlete’s journey to success. Featuring three distinguished homegrown athletes, it showcases the vital role of sports nutrition, psychology, physiology, biomechanics, strength and conditioning, and the unwavering support of loved ones in helping athletes overcome challenges both on and off the field.
Beyond the hero film, the campaign expands into five content videos featuring Team Singapore athletes from various sports, including parasports. These athletes share their personal journeys, illustrating the dedication behind their success—from countless hours of training and meticulous nutrition to mental resilience and the drive to reach the pinnacle of their sport.
The campaign features 11 Team Singapore athletes from various sports, including fencing, table tennis, wushu, cycling, and para sports. Among them are Amita Berthier (fencing), Chan Han Siong (para shooting), Izzac Quek (table tennis), Joan Huang (goalball), Kimberly Ong (wushu), Loo Keyon (fencing), Megan Lee (badminton), Riyadh Hakim (cycling), Shanti Pereira (sprinting), Teh Xiu Hong (shooting), and Wong Zhi Wei (para swimming). These athletes represent the dedication and perseverance required to excel in their respective fields.
Supporting them is a team of 10 sports doctors, coaches, and scientists who play a crucial role in their success. This includes shooting coach Deanne Pheong, strength and conditioning coaches Farzad Jalilvand and Razak Mansor, sport biomechanists Goh Wan Xiu and Ivan Ee, physiotherapist Kelvin Ng, fencing coach Oleg Matseichuk, sport dietitian Parimala Sivaperuman, sport psychologist Dr. Shermaine Lou, and sport physiologist Tan Jing Wei. Their expertise in areas like biomechanics, nutrition, psychology, and conditioning helps athletes push their limits and achieve peak performance.
Marielle Nones, associate creative director at Dentsu Creative Singapore, commented, “While athletes are typically celebrated in moments of victory and achievements, with this campaign, we aimed to shed light on the often unseen yet essential aspects of an athlete’s journey.”
She added, “It was key for us to use video content to create an authentic and educational narrative. By featuring real athletes and the specialists who support them, we hope to inspire the next generation of sports talent in Singapore and emphasise the importance of a holistic approach to athletic success.”
The campaign will launch across YouTube, Meta, and TikTok, aiming to drive widespread engagement and inspire audiences to recognise the science, discipline, and dedication behind every champion.
