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Ministry of Communications and Information (MCI)
Eat Already?

RAN IN: Singapore

CLIENT
Ministry of Communications and Information

Karen Tan/ Senior Director/ Ministry of Communications and Information
Selina Lim/ Director/ Ministry of Communications and Information
Julia Zoe Ng/ Senior Assistant Director/ Ministry of Communications and Information
Cacherel Sim/Assistant Director/Ministry of Communications and Information

AGENCY
DDB Group Singapore *Lead Agency

Jeff Cheong/President/Tribal Worldwide Asia
Benson Toh/Creative Director/Tribal Worldwide Singapore
Eugene Tan/Associate Creative Director/Tribal Worldwide Singapore
Josiah Ng/Content and Experiential Marketing Consultant/Tribal Worldwide Singapore
Tytan Chang/Copywriter/Tribal Worldwide Singapore
Vion Seng/Account Manager/Tribal Worldwide Singapore


Mediacorp


Chuan Pictures


SUMMARY

Communicating $3 billion worth of support for seniors – from health to housing, transport to technology – sounds like a happy problem for our government, right? But it doesn’t help when you’ve got 16 ministries/agencies involved in driving 70 initiatives. Never mind that communications are always done in English, foreign to more than 70% of seniors above 65. MCI found a happy solution – Jiak Ba Buay. A full-dialect infotainment drama that dishes out policies in palatable portions, it reached beyond 200,000 seniors, achieving more than 75% awareness and support for government schemes.

CASE VIDEO


Classification: National

Language: English