Singapore – In line with Singapore’s continuous efforts to promote safety in situations of crisis, the Ministry of Home Affairs worked alongside Wunderman Thompson Singapore on its latest ‘SGSecure’ campaign, ‘What’s your role?’, to educate the public about what they can do, as well as empower them to play their parts to help keep Singapore safe.
The new campaign by Wunderman Thompson Singapore and the Ministry of Home Affairs features everyday people and shows how they play their roles in protecting others simply by drawing on their personalities and innate strengths.
The campaign was portrayed visually with posters and a short film depicting how individuals can contribute to security with examples such as the ability to bring people together in both peacetime and times of crisis, the eye to spot fake news, the strength to stay calm in emergencies, and even the courage and heart to support those at risk of radicalization.
Nimesh Desai, chief executive officer at Wunderman Thompson Singapore, said, “Despite being one of the safest countries with a well-established system, we recognise that people living in Singapore cannot take anything for granted. Hence, the premise of the campaign – we all have a part to play.”
Meanwhile, Gerald Chue, group creative director, Wunderman Thompson Singapore, commented, “We wanted to step away from the usual doom and gloom that instils fear, and inspire Singaporeans to rise up instead, by using their own skills to keep our home safe and secure.”
