Integrated
Spark the Next
Ministry of Culture, Community & Youth (MCCY)
Awards/Recognition
MARKies 2020
Gold, Most Creative – TV/Video Advertising
Bronze, Most Creative – Out-Of-Home
Bronze, Most Creative – Communications/PR
Finalist, Most Creative – Content Marketing
Finalist, Most Creative – Events
Finalist, Most Creative – Government Sector/Non-profit Marketing
Finalist, Most Creative – Integrated Media
Finalist, Most Creative – Launch/Re-launch
Remember when we were young and had a say in our nation’s future? Neither do I. But times have changed and today’s youths are quite the aspirational and optimistic bunch of go-getters. So, we built a vehicle for them to drive positive change for themselves, and for Singapore.
In a three-phase integrated campaign spanning two years, we reached out to our young target audience in spaces they frequented – shopping malls, cinemas, schools, social media, and their daily commute. The end goal was to give them a voice to turn today’s to-do’s into tomorrow’s ta-da’s.
First things first.
Youths don’t like government-speak, they gravitate towards like-minded individuals.
So, we launched a manifesto film that called upon a diverse cast of changemakers in various fields to get the ball rolling. From lesser-known eco-heroes to famous musicians and many more in between, each of them had a say in telling our audience that anyone can be a catalyst for positive change.
Presented in cinemas, YouTube, Instagram and Facebook, the launch film garnered over 1.35M views and 5M impressions.
A few familiar personalities from our launch film shared short, inspiring messages with our audience.
A penny for their thoughts.
In schools and malls where youths frequent, we set up an event where they could immerse themselves in interactive installations that got them conversing about a few topics on everyone’s minds, such as sustainability, inclusivity, confidence, and care.
Using sensor technology and digital screens, 'Invisible Gallery' invited youths to shine a light on blank canvases to reveal portraits and stories of profiles who suffered from unseen issues, such as depression, domestic violence and poverty. The installation encouraged youths to be more aware and empathetic of those suffering in darkness.
'Youths-like-us' installations profiled famous Singaporeans before their successes, to show that they too started as everyday Singaporeans – success isn’t about going where someone has gone before, but paving your own path with confidence. When youths approached each life-sized statue, they received a “call” from the personality, who encouraged the user to define success in their own way.
'Shape Your Somerset' was a wall filled with images of different parts of the Somerset Belt, along with blank coasters that encouraged them to share changes they'd like to see in the near future. In exchange, they received bubble tea, on us.
'Room For Change' welcomed youths to start sustainable habits from home – a closet revealed the social and environmental repercussions of fast fashion. A digital dining table provided some food for thought about the harmful effects of plastic waste, and a computer desk highlighted the importance of recycling electronic waste.
A new beginning at the end.
Towards the end of the campaign, we conducted workshops fronted by influential personalities like Fandi Ahmad, Michelle Chong, Lennard Yeong, and Eswari Gunasagar. No matter what the youths’ interests were, these workshops gave participants the confidence to pave their own paths to fulfil their dreams.
After the campaign, ‘Spark the Next’ evolved into a mini-series on TV.
What went down.
Watch the case study video to learn more about the campaign.