Background

In 2020, close to 85% of Singapore’s Covid-19 cases were from the migrant worker community. Over 300,000 workers were quarantined in their dorms for up to 8 months. Though many Singaporeans felt deeply for the workers, it was hard to reach out. Because the workers were locked down in faraway locations and it was hard to reach them online – especially since they didn’t speak much English. It was time to show Singapore's migrant workers that though they were in isolation, they were not alone. That we are all in it together, as one united Singapore.

Describe the strategy

So, to bridge the language and quarantine barriers between the migrant workers and Singaporeans, we created a WhatsApp hotline (8-1-1-0-L-O-V-E) to crowdsource messages of love and encouragement. These messages were translated (by 2 partner translation companies) into the workers' native languages (Bengali, Hindi, Tamil, Burmese, Mandarin), and then shared daily with the workers via their official WhatsApp channels and Facebook language-based targeting. For this initiative, we had two clear target audiences – residents within Singapore (people who want to send their well wishes) and the migrant worker community within the dorms. In order to reach the first group, we leveraged mass media channels like social media, TV, radio, out-of-home and print to create awareness about our initiative. A WhatsApp hotline (8-1-1-0-L-O-V-E) was chosen as the most intuitive tool for the general public to send in their messages of love.

Describe the execution

To launch, we kicked off with a call for submissions on Labour Day. To gather the messages, we created a WhatsApp hotline (8-1-1-0-L-O-V-E). Within the first few days, hundreds of messages poured in. Our crowdsourced messages were then curated and translated into the workers’ native languages and sent daily via their official WhatsApp channels and Facebook language-based targeting. Many media owners and partners – like Mediacorp, SPH, StarHub, SGAG, Must Share News and more – soon came onboard this meaningful movement to amplify the initiative with free ad placements on print, radio, TV, social media and out-of-home islandwide. With shoutouts from ministers, including the Prime Minister, as well as influencers and celebrities, what started as a community initiative grew quickly into a national movement.

List the results

Within a few days, the initiative grew into an overwhelming movement with hundreds of messages pouring in via the WhatsApp hotline every day. Beyond simple messages, some even went above and beyond to create thoughtful poems, art pieces and videos to show that they care. Frontliners, students, Singaporeans abroad and even other migrant workers living outside of the dormitories joined in too. Special mentions from major radio stations, national news outlets, alternative media channels propelled the movement forward as more partners came on board. But the most important indicator of success was the response from the migrant workers themselves. Comments and messages expressing their gratitude and love are a testament to the power of compassion in times like these. In just over 3 weeks... 2,895,479 impressions Over 161,000 migrant workers reached (via Facebook alone) SGD279,000 earned media value