Art Direction
OOH
Social Media
Edelman | 2020 | Singapore
BCA OOH
Despite the crucial role that the Building and Construction Authority (BCA) plays in Singapore's development, the awareness and understanding of the BuildSG movement remain low. Many people mistakenly believe that BuildSG is merely a BCA action plan or a transformation office, resulting in a lack of clarity about the movement's true purpose and objectives. Additionally, defining a compelling Call to Action for the BuildSG movement has proven challenging.
Moreover, there are significant issues that need to be addressed, such as attracting and retaining talent and increasing industry involvement. To raise awareness and engagement, the BuildSG campaign has employed various advertising channels, including out-of-home (OOH) advertisements at MRT stations, newspaper print ads, and social media promotions.
It is essential to clarify the mission of the BuildSG movement and emphasize its broader goals to foster a deeper understanding and encourage greater participation from all stakeholders.
Key Message
To address these issues and enhance public engagement, the BuildSG campaign aims to convey three key messages:
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Signal Industry Transformation: Highlighting the ongoing transformation within the industry, emphasizing the adoption of digital technologies and innovative practices (e.g., BE DIGITAL - social content).
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Inspire Workforce Participation: Encouraging Singaporeans to join the industry by showcasing the opportunities and rewarding careers available (e.g., BE ONE OF US - printed ads, social content).
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Educate on Industry Significance: Informing the public about the essential and innovative nature of the industry, showcasing its importance to Singapore’s future (e.g., BE IN AWE - OOH, social content, web banners).
Social Media
In order to gain more engagement from public, especially the young working adults or fresh graduates. We also build up their social media channels. Help BCA sharing more information for the greenery technology they invested in Singapore iconic building.
Keep the consistency of campaign concept, the BE elements also applied on social media content.
Project done by:
Creative Director: Bel Ong
Copywriter: Cheryl Soh, Azfryna Kasenda
Art Director: Sunny Meng, Swe Zin Soe