Lifebuoy Tet – KAIROS

Despite the difficulties the world had to face in 2020, Vietnam suffered relatively less damage in terms of the pandemic and was looking forward to welcoming a brighter 2021 leading up to Lunar New Year. As a result, Vietnamese people were becoming increasingly optimistic and letting go of their hand-washing habits. The campaign “Lifebuoy Tet 2021” not only successfully sustained the brand’s share-of-voice during a critical time, but also reached a higher purpose in re-establishing hands hygiene habit in Tet while aiding various communities in need. This outstanding result was thanks to an effective social media strategy executed for maximum impact.

SingapoRediscovers with hyperlocal online content

Singaporeans had expressed their unwillingness to patronise Singapore’s hotels, tours and attractions. When borders closed, the tourism sector needed the support of locals to weather the storm. Given restrictions in movement locally as well, we had to use a digital-first approach when embarking on the SingapoRediscovers campaign, to capture minds and hearts from domestic audiences and challenge misconceptions of the sector. With a hyperlocalised digital approach, we leveraged strong and influential owned channels and online partners to promote new, undiscovered gems to support tourism establishments – supplemented by targeted digital paid amplification to industry and general audiences. We activated creative digital-friendly visuals and videos, influencers and community groups, to advocate for and endorse the best of Singapore tourism. This helped move the needle in SingapoRediscovers Vouchers redemptions, led to marked increases in social media growth and digital engagement, and saw thousands of user-generated online content.

MTV ORGAN Daan… Be Your Own Superhero!

In a nation of 1.3 billion people, India’s deceased organ donation rate stands at 0.52 per million population. That means less than one person in every ten-lakh people in India end up donating their organs after death. Not only is this abysmal rate an alarming reality but leads to lakhs of patients waiting in line for an organ. Despite living in a generation of information overflow, India is afflicted by organ shortage and is an issue stuck in misconception and myths. From taboos around body getting disfigured to the condition of organs, organ donation in India is lost in ambiguity vying for a credible solution. Launched during the ‘Joy of Giving Week’, MTV ORGAN Daan- Your One Time Pass (OTP) to Heaven aimed at educating the youth on the cause of Deceased Organ Donation rate in India.

Save Our Seafarers

As COVID-19’s effects reverberate across Myanmar’s economic sectors in 2020, authorities sought to ease the suffering of many whose livelihoods were lost or at risk in the still-developing nation. Unfortunately, the country’s seafarers were overlooked.

Despite their crucial work, which helps fuel commerce and economic activity, they were not designated as essential workers, as had been done for their colleagues from other nations and other sectors such as doctors and healthcare workers.

This meant that they remained marooned at sea and on land by the tens of thousands, unable to move freely or be reassigned to earn a living for themselves and their families.

Throughout the campaign, the chorus of voices supporting the seamen, many of whom tearfully pleading to see their fathers or brothers they have not seen for months, rose in unison through a digital, content-led public affairs engagement that sought to make things right.

Grab Cares: Supporting Our Community During Covid Times

COVID-19 had a profound impact in different ways on different groups of people – whether it was psychological turmoil, the loss of job and income or the constant worry about hygiene and safety. As a platform that serves various stakeholders including consumers, driver-, delivery- and merchant-partners, this meant that Grab had to adapt and meet multiple different needs at the same time. As the livelihood of many of our partners were negatively impacted due the Circuit Breaker, time was of essence where the team had to respond to different situations swiftly and decisively to uphold the company’s reputation. In view of this, the team adopted an agile, responsive approach – aligning communications to Singapore’s circuit breaker phases, and addressing changing market needs and sentiments – to ensure stakeholders were kept abreast of of Grab’s COVID-19 initiatives and changes in policies, and demonstrate how the company leverages its platform for good.

Reassuring Australians during a global pandemic

When COVID-19 cases began to climb in Australia, stockpiling groceries quickly became a national obsession. In a rarity for a country which produces more food than it consumes, shelves were stripped bare, and some of the most vulnerable members of our community were missing out.

Our supply chain team ramped up capacity and worked with suppliers to prioritise the most in-demand items, but as customers kept buying more than they needed, it was clear that getting more stock on shelves was only half the answer.

Coles’ Corporate Affairs team had a new and unfamiliar mission – reducing customer demand. This meant not only providing assurance that there was enough for everybody, but making sure that it was available to everyone including those most in need.