National Environment Agency (NEA)
Creating a long-term advertising campaign that influences social behaviours
Singapore is widely known as the clean and green city. However, communication campaigns designed to reinforce anti-littering behaviour is still a must year-on-year. We designed a campaign that seeks to establish a positive emotional connection between the public and the places that they love, and celebrate the positive norms and behaviours towards littering. We developed and launched video commercials in different phases to engage the public through influencers, on-site activations and the radio. Post-campaign surveys showed a 10% increase in taking positive action after watching the videos. The campaign won a MARKIES Bronze award for Best Usage of Video.
- June 19, 2018