To evoke a change in outdated perceptions of maritime as an industry. Our key aim was to strengthen the cluster, attract and grow talent to the industry, and support work on modern issues such as decarbonisation and digitalisation.
Archetype's insight team identified the following core audience challenges:
- "Maritime? I don't know much about it."
- Jobs in maritime are "not for me".
- "Visibility of the maritime industry is low in Singapore"
Our strategy was to enable young Singaporeans to see the "other side" of maritime: focused exploration, wonder, and purpose.
CAMPAIGN: Own Your Future