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In line with Singapore’s continuous efforts to sensitise, train and mobilise the community in the event of a terrorist attack, Wunderman Thompson Singapore has worked with the Ministry of Home Affairs on the 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.
Launched at the SGSecure Community Conference on July 28, 2023, the new campaign features everyday people and demonstrates how they play their roles simply by tapping on their personalities and innate strengths they already have. These include the ability to bring people together in both peace time and in times of crisis, the eagle-eye to spot fake news, the strength to stay calm in emergencies, and even the courage and heart to support those at risk of radicalisation.
In “What’s your role?”, Wunderman Thompson Singapore portrayed positivity and the hopeful spirit of togetherness in emergencies. And the result was a cinematic film and visually-arresting posters to kick-start the next phase in the fight against terrorism.
Nimesh Desai, Chief Executive Officer, Wunderman Thompson Singapore, explained the importance of the campaign, “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 toplay.”
Gerald Chue, Group Creative Director, Wunderman Thompson Singapore, added here, “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.”
Watch Ministry of Home Affairs “What’s your role?” here:
Ministry of Home Affairs YouTube: https://www.youtube.com/watch?v=4PGmSuZlVqo
“What’s Your Role” Campaign Page: https://www.sgsecure.gov.sg/whatsyourrole
Campaign Credits:
Wunderman Thompson Singapore
Mateusz Mroszczak, Chief Creative Officer
JS Foo, Associate Strategy Director
Gerald Chue, Group Creative Director
Gelo Lico, Associate Creative Director
Ee Min Goh, Junior Art Director
Charis Liang, Copywriter Intern
Kimie Ong, Executive Producer
Nazurah Zulfakir, Junior Producer
Fred Eng, Business Director
Hazel Lim, Account Director
Ser Wei Kam, Account Manager
Joseline Roosman, Account Manager
Amelia Ng, Account Manager
Production House: Rolla Productions
Director: Jake Nam
EP: Gary Tham
DOP: Chuck Tham
Producer: Zhai Xiao Xuan
Post House: Rolla Productions
Post Producer: Sandy Ng
Offline Editor: Damien Eu
Colourist: Khien
Online Editor: Cindy Lee and Sherlynn Chen
VFX: Damien Lee
Audio Production: Fuse Audio
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