THE ASK
Agency of Integrated Care approached us to create a campaign that could recruit Singaporeans to the Community Care sector, primarily to the newly formed Community Care Associate Role, and secondarily to the other newly formed Sr. Comm Care Assoc Role.
THE INSIGHT
Our audience of mature workers and ITE graduates were looking looking for more purpose and stability from their jobs, which a role in CommCare could provide. So even if they described themselves as not having the aptitude nor the skills apply for the role, our stance was: they already care. Life teaches you all the skills you need to be a CCA. Every day unknowingly prepares you for the role. You just don’t know it yet.
THE CAMPAIGN
We developed an overwhelming number of campaign assets built on witty headlines and playful imagery that showed how we were seeking new hires who already demonstrated the ability to care.
AWARDED
Marketing Excellence Awards 2024 - Shortlist (Excellence in Public Sector/Non-Profit Marketing)
Effies Singapore 2024 - Shortlist (Government & Public Service)
Creative Director: Mavis Neo
Associate Creative Director: Viraj Chouhan, Zara Kok
Senior Copywriter: Pan Jie
Senior Art Director: Kimberly Ang
Producer: Xiao Yu
Photographer: Gabe Chen