Ministry of Defence SAF Volunteer Corps

Building a campaign around the audience’s needs

The SAF Volunteer Corps (SAFVC) is a uniformed volunteer scheme that allows more Singaporeans and permanent residents to contribute to National Defence by volunteering. As a brand new initiative, we developed the tagline ‘All for Defence’ to rally all Singaporeans to show their support for National defence by either volunteering themselves or by encouraging their friends/relatives to volunteer.

Our objective was to drive recruitment signup and one of the key strategies was to dispel potential volunteers’ concerns on what they are to expect when they sign up. We developed a series of video content crafted to answer the needs of the potential volunteers and this was supported by an outdoor and online campaign. The result? A resounding success with signups that far exceeded their targets within the first 6 months.

  • June 18, 2018