A Higher Purpose

01 — Project details

The Singapore Police Force was looking for a way to increase the number of volunteers within our heartlands. With the SPF volunteer programmes being more unknown with our target audience segments, we knew we had to do something that not only highlighted the meaningful work done by SPF volunteers but also showcase them in a way that resonated with our target audience segments.

02 — Creative process

We developed a series of 3 separate campaigns that tapped into the target audiences’ interest in serving the community by highlighting the similarities with their everyday lives and how they can be everyday heroes who build up Singapore’s safety.