Cultural / Context information for the jury

Singapore is an island-state with a 100% urban population and limited green spaces. We do not experience the four seasons, and rely heavily on air-conditioning to beat the heat. We also consume over 2 million plastic bags daily. With our growing affluence, beef consumption is on the rise, with 2020 having the highest volume of beef consumed per citizen, contributing to the increased production of greenhouse gases. This series of posters was meant to put things into perspective for Singaporeans to see what small changes they can make in their daily lives that will have a large impact. #OCBCCares aims to lead the CSR efforts in environmental protection and spread the message that small actions can have big impact, which is encapsulated by the tagline “Tomorrow's ours to save”.