THE ART OF UNLITTERING WITH MARY CHONGO

TitleTHE ART OF UNLITTERING WITH MARY CHONGO
BrandPUBLIC HYGIENE COUNCIL
Product / ServicePUBLIC HYGIENE
CategoryA10. Not-for-profit / Charity / Government
EntrantGREY Singapore, SINGAPORE
Idea Creation GREY Singapore, SINGAPORE
Production LEFT PROFILE Singapore, SINGAPORE

Credits

Name Company Position
Karn Singh Grey Singapore Creative Director
Danielle Tong Grey Group Singapore Art Director
Rachel Ong Grey Singapore Social Media/ Digital Creator
Rohit John Grey Singapore Junior Copywriter
Adithya Venugopal Grey Singapore Junior Art Director

Background

Singapore is often known as one of the cleanest countries in the world. But that’s only possible because of the 56,000 strong workforce that clean the city, day and night. Without them, Singapore would not look the same. So how do we encourage citizens to pick up after themselves and not rely on the cleaners alone to keep Singapore clean?

Describe the creative idea

Unlike most government ads, we wanted to create content that was more engaging and fun. That’s why we partnered with Singapore’s favourite entertainer, Michelle Chong, to create a parody of another famous tidying up show, one that could help people spark joy by ‘un-littering.’ We created different methods of ‘un-littering’ and showcased them in an episodic series that was both educational and entertaining.

Describe the strategy

Government messages tend to tedious, technical and paint punitive scenarios. We needed to break this cycle and bring Public Hygiene councils message to Singaporeans in an entertaining, engaging and culturally relevant way.

Describe the execution

Unlike most government ads, we wanted to create content that was more engaging and fun. That’s why we partnered with Singapore’s favourite entertainer, Michelle Chong, to create a parody of another famous tidying up show, one that could help people spark joy by ‘un-littering.’ We created different methods of ‘un-littering’ and showcased them in an episodic series that was both educational and entertaining.

List the results

Total Engagement- 1,340,585 Total Views – 1,073,800 Total Comments and likes – 13,200 Total Shares – 3,385

Links

Video URL