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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 InformationSelina 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
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 SingaporeTytan 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
