COVID-19 Circuit Breaker Campaign in Singapore Calls on People to ‘Emerge Stronger’

Image via Income

Singapore’s Insurance brand NTUC Income has launched a campaign film called “Emerge Stronger” via BBH Singapore that seeks to relay the message that despite the pandemic social-distancing norms that have transformed our lives “we should not allow our present to dictate our future. Things will get better and we will be able to live our lives again.”

According to the brand, the campaign draws insights from an online survey commissioned by Income to find out what Singaporeans would like to do after the circuit breaker ends. The survey found that the most popular activities apart from eating out and meeting family and friends were playing sports, dating, and going back to work. Bubble tea was as popular as visiting a hair salon, going to the beach and going to the spa.

The short film features a range of visuals of empty spaces and streets with soundbites of everyday Singaporeans talking about their plans once the circuit breaker has been called off. The soundbites recorded from calls of real-life people echo the plans shared by the respondents during the online survey. These include one from a kindergarten teacher who is looking forward to welcoming her toddlers back to school, a grandmother who is yearning to hug her grandchildren and a mother-to-be who can’t wait to shop before her baby’s birth.


 

It was announced earlier this week that the Singapore government would be easing some of the Circuit Breaker lockdown restrictions as cases of COVID-19 have declined.

Credits

Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo & Khairul Mondzi
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Planning: Rebecca Ash
Strategist: Amanda Lim
Agency Producer: Kim Lim

Production Company: Freeflow Productions
Director: Roslee Yusof


 

Client credits:
Chief Marketing Officer: Marcus Chew
Head, Brand Marketing: Chloe Fair
Senior Executive, Brand Marketing: Charis Leong

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