Ministry of Culture, Community and Youth: Where does resilience come from?

Prema Alexander

The Ministry of Culture, Community and Youth (MCCY), a Singaporean government department, inspired young people to feel more confident in their resilience in the event of a crisis through emotional storytelling.

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...

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