BRIEF
As the COVID-19 vaccination began to commence, our brief was to convince the older Singaporeans to get vaccinated. Taking a leaf from Singapore's ‘Kampong Culture’, This award-winning campaign transports viewers back in time to a story of friendship, built on the never-die ‘Gotong Royong’ spirit of the nation.
Each story was set to remind the elderly that they cared for their loved ones then, and they care enough for them now, to take a step towards protecting them.
Culturally insightful storytelling, tied by a nostalgic music score, ‘Rasa Sayang’, triggered a sense of purpose, reduced anxiety, and drove positive reappraisal by the elderly to get themselves vaccinated.
The campaign clinched two Silver awards and one Bronze at the GONG Awards 2022.
The films generated more than 300K views on YouTube and garnered over 500K views on Facebook.
IDEA BOARD
FILMS
