Why is this work relevant for Direct?

When Covid-19 hit the shores of Singapore, it ravaged the dormitories. Thousands of migrant workers were infected and thousands more were immediately quarantined. And while Singaporeans showed concern and expressed a desire to reach out, there were few channels available for them to meaningfully share their support. With Love, Translated, we created a chain that would effectively gather, translate and distribute messages directly to the right target audience using a series of communication channels selected for each purpose. This allowed us to reach beyond physical boundaries and cut across language barriers to reach the migrant worker community.

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. Isolated and far from home, many felt anxious and desperate. Though many Singaporeans felt deeply for the workers, it was hard to reach out. Because the workers were locked down in their dormitories and it was hard to reach them online – especially since they didn’t speak much English. We wanted to tear down boundaries between Singaporeans and quarantined migrant workers with love – to show them that we cared for them, regardless of race, religion or language. The objective was simple – to reach out to these unsung heroes of Singapore, forge connections and spread hope in such alienating times.

Describe the creative idea (30% of vote)

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. So, to bridge the language and quarantine barriers between the 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, and then shared daily with the workers via their official WhatsApp channels and Facebook language-based targeting.

Describe the strategy (20% of vote)

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. Data from IMDA indicated that the majority of migrant workers in Singapore spoke Bengali, Tamil, Hindi, Burmese or Mandarin. To disseminate the respective messages to the migrant workers in quarantine, we used both direct WhatsApp broadcast channels, an existing network set up by IMDA for communications with the dorms and its respective workers, and language-based targeting on Facebook to deliver the translated well wishes.

Describe the execution (20% of vote)

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 (30% of vote)

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