Tag: Singapore

Singapore – Non-profit organisation Youthline is calling on Singaporeans to ‘wear a heart’ in its latest campaign, raising awareness and funds for its helpline and counselling services.

The nationwide movement invites Singaporeans to pledge their support through a temporary heart tattoo that symbolises solidarity, empathy, and hope.

Through the ‘Wear A Heart’ campaign, Youthline rallies support to sustain its free services to young people in need. The funds will help strengthen its support network and build Youthline Academy, an initiative to train other supporters in schools and communities.

All donors can get a temporary heart tattoo, which can help spark dialogue on youth mental health.

Youthline, launched in 2022, has experienced a surge in demand for its free services, signalling an increasing urgency regarding the crisis. The organisation aims to help young individuals navigate mental health challenges such as loneliness, depression, anxiety, self-harm, and suicidal ideation.

The ‘Wear A Heart’ campaign runs until June 2025.

Olympian Shanti Pereira, designer of the heart tattoo and campaign ambassador, commented, “My toughest race taught me that mental health support makes all the difference between setback and comeback. That’s why I designed this heart for Youthline — to remind youths that they are never alone. Make an immediate impact — donate at wearaheart.org, get your heart tattoo, and join our movement for youth mental health.”

“Mental health struggles can feel isolating, but no young person should have to go through it alone. As demand for our services grows, we’re working to expand our capacity and make sure support is always available. But real change starts with conversation. That’s why we created the heart tattoo, not just as a symbol of solidarity, but as a way to get people talking, to break the stigma, and to make mental health support more accessible for those who need it,” Dawn Pereira, head of partnerships at Youthline, said.

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.

Singapore – Dentsu has appointed Fiona Huang as managing director of Dentsu Creative Singapore to scale its creative business, with effect from 25 March 2025. 

With over 17 years of driving brand-to-business growth through award-winning creative excellence and marketing effectiveness, Fiona has consistently initiated and delivered outstanding results for new-to-market brands, local and global icons across a multitude of categories – including tourism, F&B, technology, lifestyle, art, institutions. 

Speaking on her appointment, Fiona said, “There’s never a dull moment in the landscape that we operate in, so we must never be dull too. There are more ways than ever for us to reimagine the future of creativity, so the onus is on us to keep at it meaningfully with intention and agility.”

She added, “I look forward to working with every talent on the floor and our client partners to steer this new chapter together – harnessing dentsu’s longstanding strength in innovation and technology to play out the intersection of innovation and creativity – in service of creating common ground between brands and people.”

Meanwhile, Prakash Kamdar, CEO, dentsu Singapore, and CEO, Clients & Solutions, SEA, dentsu, commented, “With a proven track record of strategic leadership and operational excellence, Fiona embodies the drive and vision for the power of creativity to propel our creative business to its next chapter of growth. This appointment reinforces our commitment to innovation and sustainable success, and I am confident that Fiona’s expertise will inspire our teams and deliver impactful value to our stakeholders.” 

Huang’s appointment comes on the back of dentsu Singapore naming Rahul Thappa as Managing Director for its CXM and Media business to enhance its integrated adtech and martech solutions. Dentsu Singapore continues to power integration across its Creative, CXM and Media practices since adopting this unified market approach for a client-centric focus since 2020. 

Singapore – Mandai Wildlife Group is calling on parkgoers to choose their wildlife adventure in its latest global campaign with creative agency TBWA\Singapore.

The ‘Choose Your Wild’ campaign is part of Mandai Wildlife Group’s Rainforest Wild ASIA debut, the fifth wildlife park in Singapore. The new park within Mandai Wildlife Reserve opened on March 12, 2025.

At the heart of the campaign is a game-inspired three-part film series following different characters as they explore the rainforest in their own adventuring styles. It draws on how parkgoers can personalise their adventures at the Rainforest Wild ASIA.

The campaign runs across Singapore, Korea, Australia, Japan, China, and India.

‘Choose Your Wild’ marks TBWA\Singapore’s first campaign with Mandai Wildlife Group following its appointment as creative agency of record.

Rainforest Wild ASIA is home to various animals including Malayan tigers, Francois’ langurs, and Malayan sun bears among others. Guests can enjoy trolling around the park or take part in different activities in the rainforest.

“We had a wild time putting this campaign together to launch Asia’s first adventure-based zoological park,” Loo Yong Ping, executive creative director of TBWA\Singapore, said.

“Shooting in Rainforest Wild ASIA transported me to some far away wild place. It brought out the explorer in me,” Roslee Yusof, film director of Freeflow Productions, commented.

“Rainforest Wild ASIA is unlike a typical zoo experience, and our Choose Your Wild campaign embodies this bold reimagining. We are excited to launch this marketing campaign with TBWA\, bringing the adventure and spirit of the park to life,” Sandy Lee, vice president of marketing at Mandai Wildlife Group, said.

Singapore – The Ministry of Digital Development and Information has collaborated with Hogarth Worldwide for its latest music video celebrating Hari Raya.

Highlighting the festive season’s spirit of giving, the video captures Singaporean’s contributions to the community amidst its SG60 celebration.

Directed by Freeflow Productions’ Peggy Koh, the music video follows the story of Siti missing chances to meet her love interest as they both contribute to their community. 

The video features actors Siti Khalijah and Haizad Imran. Hisyam Hamid also has a special appearance in the video as he showcases his ketupat weaving skills.

The story is set to the local song ‘Oi! Raya. OI!’ released by punk rock band Rancour in 2013. Music and sound agency FVSE reimagined the song, performed by Khalijah and Had Adnan.

“We’re deeply honoured to be part of this impactful campaign that celebrates both Hari Raya and SG60. This music video beautifully reflects the spirit of generosity and community – highlighting how giving with an open heart can strengthen communities and foster meaningful connections,” Mark Wong, CEO APAC of Hogarth Worldwide, said.

Singapore – The Singapore Economic Development Board (EDB) is positioning the country as a reliable and safe place for businesses in a new global campaign in collaboration with The Secret Little Agency (TSLA).

Amidst global concerns about inflation, geopolitical tensions, and volatility, EDB and TSLA’s campaign showcases how businesses can invest in Singapore for stability. The campaign film sets Singapore apart from other parts of the world, tapping into the country being ‘predictable’ as an asset. 

TSLA and EDB have been collaborating since 2014, with the latest global campaign marking the preservation of their relationship.

The campaign is set to run across North America, Europe, and Japan, with Mindshare handling media buying and amplification.

“Singapore’s safe and reliable business environment lets businesses do what they do best – innovate, take risks, and make bold moves to succeed in today’s volatile world. We wanted to highlight this juxtaposition in a fresh and striking way; working with The Secret Little Agency, we were able to do just that. We’re already planning the next phase of this campaign, and we’re excited to work with such a wonderful creative partner on building the Singapore business brand,” Sim SzeKi, senior vice president and head of brand, marketing and communications at Singapore Economic Development Board, said.

Nicholas Ye, co-chief creative officer at The Secret Little Agency, commented, “We fell in love with companies that were leveraging Singapore’s well-known value proposition, built around trust and stability, to create groundbreaking, often risky and ambitious innovations. The entire campaign is built off these very real contrasts that we know global C-suites and companies such as Salesforce see and value in Singapore.”

Recently, Salesforce pledged a US$1b investment in Singapore, recognising it as a significant growth market for the company.

Singapore – Community Chest, the philanthropy arm of the National Council of Social Service (NCSS), is encouraging Singaporeans to dream of an inclusive future in its latest film activation with DDB Group Singapore. The campaign aims to promote Community Chest’s SGSHARE donation drive.

SGSHARE, formerly known as SHARE, has been relaunched as part of the SG60 celebrations. The giving programme supports persons with disabilities or mental health conditions, children with special needs, at-risk youth, and families and seniors needing assistance.

Through the nationwide campaign, Community Chest and DDB are calling on Singaporeans to donate regularly through a subscription. The sustained donations will allow social service agencies to provide for communities in need.

The film spotlights the beneficiaries of the service, showing how they can be empowered to achieve their dreams. It features the song ‘A Million Dreams’ from ‘The Greatest Showman’ film, performed by the Voices of Singapore Children’s Choir and Voices of Singapore Starlight Voices.

The campaign has been released on TV, out-of-home, transit, digital, and social media content.

Jeff Cheong, CEO of DDB Group Singapore, said, “If Singapore’s history has taught us anything, it is that dreams can come true when we work together. Singapore was built on the dreams of our forefathers who dared to dream big, impossible dreams. Look around you, and you will see the reality of our dreams today. As we celebrate SG60, our hope is for Singapore to be a caring and inclusive society, one that carries people forward and no one is left behind.”

“In a world where most people have multiple subscriptions for entertainment and other services, why not subscribe to giving back and uplifting those in need. With this campaign, our hope is to inspire Singaporeans with visions of a world where anyone has the right to dream,” Cheong added.

“We are excited to collaborate with DDB and our social service partners for this meaningful campaign that the entire nation can be a part of. We hope that the film will inspire everyone to take action in this special SG60 year to support those in need – whether it’s through making a small donation or volunteering their time. Together, we can build a caring and inclusive Singapore, where everyone has the opportunity to realise their dreams, regardless of their starting points,” Pearlyn Tseng, director of communications at the NCSS, commented.

The entire proceeds of SGSHARE will be used to empower communities in need of assistance.

Singapore – A new report from Nexxen has recently highlighted key preferences and habits around advertising platforms and formats-specifically on OTT platforms. In its report, it highlighted that around51% of surveyed consumers in Singapore said they watched content on ad-supported streaming platforms such as meWATCH, Singtel CAST, Viu, iQIYI, WeTV, Tubi TV, and Viddsee multiple times per week. 

Moreover, some 35% indicated that they watched once a day or more. Among the ad-supported content viewers, meWATCH was the most popular streaming platform.

In Singapore, mobile devices lead as the primary platform for consumption at 77%, followed by Smart TVs at 64%, demonstrating a growing demand to consume content across larger screens. Computers and laptops followed at 51%. Tablets, streaming devices and game consoles were also represented, but with fewer users primarily using them for consumption.

Meanwhile free, ad-supported platforms are popular among Singaporean consumers, 60% of whom identify cost as a key factor in their choice of video streaming platform. Nexxen also signalled that ease of use was another leading factor of this choice. 

The report also highlighted that the format and delivery method of ads clearly matters, with the data stating that viewers prefer shorter ads that deliver value without disrupting their experience. This is why 61% of advertisers are already using 6 to 15-second ad formats around content to meet this demand. 

In addition to brevity, the occurrence of the ad relative to the content is also worth noting. When asked which types of ads generally caught their attention when watching ad-supported streaming platforms, 36% of consumers identified pre-roll ads (running before the content starts), and 32% identified mid-roll ads (displayed during the show). Pre-roll ads were identified by 44% of advertisers as being effective. 

Effective personalisation is another important ingredient in increasing the likelihood that ads will be noticed and acted on. Viewers (41%) also indicated this as an area where ads on streaming platforms could improve; they want more personalised ads that are relevant to their interests.

The report also highlighted insights from advertsers, noting that 50% of advertisers are planning to incorporate OTT into their media strategies within the next two years. 

While not all surveyed advertisers are currently using OTT, around 73% of them hold a positive impression of its role in the marketing mix, with more than 25% recognising its potential to outperform traditional media.

Half of surveyed advertisers are already anticipating to benefit from these trends, while the other half are still on the fence, despite generally holding a positive impression of OTT advertising’s capability. 

Lastly, the report observed that 73% of Singapore-based advertisers hold a positive impression of OTT advertising and expect to factor it considerably into their overall marketing mix in the next 2-3 years. Additionally, more than a quarter of advertisers see potential to outperform traditional media in this sector. 

Singapore – Klick Health, an independent healthcare marketing agency, has acquired the Singapore operations of creative healthcare agency Ward6. 

Klick’s acquisition aims to expand the Singaporean health communications agency further, which is renowned in the healthcare marketing industry.

The acquisition also strengthens Klick’s capabilities in the Asia-Pacific (APAC). The addition to its client portfolio is part of the agency’s ongoing global expansion.

“We are proud to welcome our newest Singaporean Klicksters to the world’s largest and most integrated independent healthcare marketing agency, not to mention the most-awarded of all healthcare agencies last year. We’re also very excited to work with their impressive roster of pharmaceutical and consumer health clients to deliver even more expertise, passion, and value to their businesses,” Graeme Read, Klick Health managing director, APAC, said.

Ari Schaefer, Klick Health president, commented, “We’ve been focused on bringing the Klick magic to more life sciences clients in Asia Pacific since expanding here over two years ago. Ward6 Singapore has deep expertise in HCP marketing in the region and we are excited they are joining us to further scale our team and answer the growing demand we’re seeing from clients.”

“We are immensely proud of the work we have accomplished during our 14 years in Singapore. We were flattered when Klick leadership approached us and are delighted that our team will continue to excel as part of Klick Health and its expanded Singapore operations. Both our organizations share a commitment to fostering outstanding work environments and advancing the life sciences sector,” Stuart Black, Ward6 CEO, said.

Recently, Klick announced its acquisition of Peregrine Market Access, a communications specialist in life sciences in the U.S.

Klick, established in 1997, offers marketing and advertising along with other services to life sciences brands. Its headquarters is located in Toronto, Canada.

Singapore – National water agency PUB is promoting water conservation in its new campaign with advertising agency Grey Singapore.

Going beyond highlighting the significance of conserving water, the campaign reflects the shared journey of Singaporeans and how much they have progressed.

In line with the SG60 commemoration, the campaign film features the National Day soundtrack ‘Home.’ Titled ‘Our Water Makes Every Moment Count,’ the campaign film shows how important water conversation is in Singaporeans’ daily lives.

The recently launched campaign has rolled out across digital and social media platforms, OOH, and TV.

Singapore recently celebrated the Singapore World Water Day on March 8 and 9, encouraging citizens to practice water sustainability.

“Over the past 60 years, water has played a significant role in charting our journey in nation-building. As our water story continues to evolve, now is the right moment for us to reflect on how far water has brought us – not just as a nation, but also as individuals and communities. Water flows through everything we’ve built, and it remains a precious resource that will sustain our growth and prosperity. Let us cherish it and continue to make every moment count,” Cindy Keng, director of PUB’s 3P Network Department, commented.

“What a privilege to work on this campaign with PUB who are so passionate about the work they do, our job simply was to showcase this commitment to the nation,” Rohit Nair, managing director of Grey Singapore, said.

“Sometimes, all it takes is seeing something familiar in a new light to realise how much it matters. We all know how important water is, but we rarely feel it. That’s exactly what we hope to do — to remind people why caring for our water that sustains the activities that we love, matters now more than ever,” Graham Drew, chief creative officer at Grey Singapore, said.