How to inspire a nation

SkillsFuture Singapore

The problem

The Singapore government wanted to educate people about the value of continuous learning and up-skilling.

But government comms were often seen as cold and dull. We needed a new way to engage people.

Turning to the past

To inspire people, we decided to honour the ones who had led by example.

We created new national awards for working people and local businesses, building an aura of prestige around everyday people’s unsung achievements.

Taking inspiration from tree rings that symbolise growth, we created a visual and tonal identity that was strikingly different from usual government comms.

Influencers? How about a head of state?

Defying social conventions

Instead of snappy memes and celebs, we created long posts about ordinary people.

Rehabilitated prisoners turned art teachers. Bakers and bartenders. A Michelin-recgonised noodle seller.

I oversaw the writing team to craft the stories of over 200 people — achieving record engagement rates across platforms over a year.

Setting a new standard

A server-crashing number of award nominations. Record-breaking social engagement. Widespread media coverage in the inaugural year.

The campaign ran without changes the next year — the ultimate compliment from a client who, like the country they represented, are rarely satisfied.