Singapore’s Ministry of Home Affairs (MFA) wants to keep the nation safe. They’ve launched the SGSecure campaign. The title? “What’s your role?”. It’s about personal responsibility and unity.
The campaign talks to everyday people. It shows how their strengths can help. During peace or crisis, they can unite others. They can detect fake news. They can support those at risk.
Singapore is safe, but there’s no room for complacency. Nimesh Desai, CEO at Wunderman Thompson Singapore, explains. He says everyone has a part to play. Wunderman Thompson Singapore collaborated with MFA on this.
The campaign has a short film. It starts with a narrator talking to a mother. She can keep her children safe. A friendly hawker can unite people. These are ordinary people, but their skills matter.
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The film surprises people with their abilities. They question the narrator. “Who me?”, “Me ah?”, “I can”. These are common reactions.
The film is positive and hopeful. It stresses togetherness in emergencies. Every act counts. Everyone plays a role in keeping Singapore safe. Gerald Chue, group creative director at Wunderman Thompson Singapore, adds insight. They wanted to move away from fear. They wanted to inspire Singaporeans. Use their skills to keep home safe.
The campaign goes beyond film. There’s a fight against terrorism. A quiz is part of it. People answer questions about weekends and snacks. They get assigned roles. Lifesaver, guardian, fact-checker, lookout, true friend, or uniter.
Wunderman Thompson has more news. Tarun Rai, their executive director of strategic initiatives, is retiring. 30 years in the ad industry. He started in 1988. He became a managing partner at J. Walter Thompson (JWT). JWT merged with Wunderman in 2018. Now it’s Wunderman Thompson.
Singapore’s SGSecure campaign is here. It’s asking “What’s your role?”. It’s inspiring Singaporeans. It’s building a safe, united community. Everyone has a part to play. It’s a call to action. It’s a movement for safety.
This news is based on Marketing Interactive.
