Keeping COVID at bay by keeping people vigilant*
By mid-2021, Singaporeans were tired of Safe Management Measures (SMMs). To combat SMM fatigue, MCI planned to launch a campaign refreshing SMM communications to stress the importance of continuing to adhere to them.
With tougher times and Circuit Breakers in the rearview mirror, Singaporeans were slowly forgetting what it was like when COVID numbers were high and everyday freedoms restricted.
We chose to remind them by going specific – highlighting daily activities that would no longer be possible if Singapore returned to a state of heightened alert, and tapping into that sense of lack to make Singaporeans recognise the need to keep complying with SMMs.
*Pitch work
Pinpointing the pain points for various audience profiles
To kick off, we created targeted key visuals. Each addressed a different pain point by identifying it to specific audiences – these included employers, employees, youth, seniors and families.
By spelling out the potential consequences of ignoring SMMs, we stressed that staying “Safe could be harder. Let’s not take it easy.” A two-part tagline anchoring the entire campaign.
Following that, we proposed guerrilla activations and potential partnerships with brands to highlight unique situational struggles that SMM flouters might face. This included a supermarket shelf stocked only with disposable cutlery in sets of five - inspired by the 5-person gathering limit in existence at the time
Taking the communications online, we created sponsored Instagram Stories and filters to continue stressing the importance of following the rules in order to avoid even more stringent conditions.
