The Ministry of Information, Communications and the Arts (MICA),
with the help of its creative agency –Tribal DDB and DDB Singapore,
has initiated a ‘Reflections on our National Pledge’ campaign
to encourage Singaporeans to reflect on shared experiences and defining
moments as one people and what our National Pledge means to us.
The campaign is based on the idea of bringing the pledge to life, and to engage
Singaporeans to reflect on the meaning of the pledge and what it means to them.
MICA launches Pledge.sg microsite, so Singaporeans could also share their thoughts
about our Pledge via Twitter and Instagram with #PledgeSG.
about our Pledge via Twitter and Instagram with #PledgeSG.
Five giant Pledge installations, each at least 7.5 ft high, and reflecting different lines of the Pledge
were displayed at various locations around Singapore’s central district.
For the first time in national history, we brought the Pledge to life on-ground, online
and in their elements! Five giant Pledge installations, each at least 7.5 ft high, and reflecting
and in their elements! Five giant Pledge installations, each at least 7.5 ft high, and reflecting
different lines of the Pledge were displayed at various locations around Singapore’s central district.
Singaporeans were encouraged to express which line of the Pledge they liked best
by pressing the ‘Like’ button structure next to each installation.
Within the first 24 hours, Singaporeans have pledged over 20,000 ‘likes’
on ground across Singapore. And in 4 weeks, we garnered over 700,000 ‘likes’
on ground and online.
The community on Twitter and Instagram populated our microsite and their social
networks with reflections, good cheer and photo contributions.
We reached over 230,000 users on Twitter and saw over 300,000 click-events on the mircosite.
What was amazing was that the average time spent on the mircosite
at 10.18 minutes, quite easily ten times the time to say the pledge.
Celebrities and ministries joined the bandwagon to share their reflections
on our National Pledge too. To support Pledge.sg, Acting Minister for Manpower
and Senior Minister of State in the Ministry of National Development,
Tan Chuan Jin changed his Facebook cover photo to one of our installations.
CREDITS
CLIENT
CLIENT
MICA, MINISTRY OF INFORMATIONS, COMMUNICATIONS AND THE ARTS
AGENCY
TRIBAL DDB/ DDB GROUP SINGAPORE, SINGAPORE
JEFF CHEONG VICE PRESIDENT OF TRIBAL WORLDWIDE ASIA
JEFF CHEONG VICE PRESIDENT OF TRIBAL WORLDWIDE ASIA
KEN CHOO CREATIVE DIRECTOR/ TRIBAL DDB
ALAN LEONG ASSOCIATE CREATIVE DIRECTOR/ TRIBAL DDB
KARINE TAN SENIOR ART DIRECTOR/ DDB
LIM SI PING ARTISTIC DIRECTOR/ TRIBAL DDB
LIM SI PING ARTISTIC DIRECTOR/ TRIBAL DDB
KENNY FOONG ART DIRECTOR/ DDB
HEBERT PRADJAJA DIGITAL ART DIRECTOR/ TRIBAL DDB
VIVIEN CHONG COPYWRITER
KENNY FOONG PHOTOGRAPHER
VIVIEN CHONG COPYWRITER
KENNY FOONG PHOTOGRAPHER
