Authorities mull adjustments to SG50 activities after passing of LKY

The country’s massive SG50 plans may be adjusted, said chairman Heng Swee Keat.

Education minister and chairman of the SG50 steering committee Heng Swee Kiat has told local papers that the committee will consider adjusting plans for the country’s 50th birthday celebrations after the death of the late minister mentor Lee Kuan Yew.

According to Today, Heng told reporters festivities will take into account Lee’s death and will "modify particular aspects of the programme”. He added that ideas from Singaporeans are welcome.

However, Marketing reached out to The Ministry of Culture, Community and Youth (MCCY) for confirmation and was told no concrete plans regarding the campaign and its collaterals have yet been made.

Earlier, MCCY appointed a consortium of agencies for its Singapore50, or SG50, community outreach and engagement campaign. The consortium is led by DDB Singapore which includes UM Singapore and Tribal Worldwide, each responsible for creative, media and digital duties respectively. The account was estimated to be slightly over SGD3 million.

According to sources, a total of seven agencies pitched for the account.