Campaign details
Brand: Our SGBrand owner: Ministry of Culture, Community and YouthLead agency: Ogilvy & MatherContributing agencies: MaxusCountry: SingaporeIndustries: Government, social policyMedia channels: Cinema, Content marketing, Online video, Social media, Word of mouth, advocacy
Executive summary
Within national defence, the Ministry of Culture, Community and Youth (MCCY) had a unique role – to inspire a sense of community resilience amongst Singaporeans. This was defined as the ability and confidence that highly diverse Singapore could bounce back from crises as a united community. In 2017, this was an especially...