Ad agencies Wild Advertising and BBH are taking this National Day period to pay tribute to the unsung heroes who fuel Singapore. While local agency Wild is paying tribute to Singaporean hawkers through purchase of T-shirts, BBH is looking to generate support for migrant workers with a campaign garnering awareness.
"Amidst the challenges, hawkers have not only filled our stomachs but have also brought us comfort," said Wild in a statement. As such, the agency has designed three hawker-themed T-shirts and distributed them as gifts to over 200 hawkers near the Wild office at Tiong Bahru and Redhill food centres. The T-shirts are also being sold on the Wild advertising official store on Shopee to raise funds for the cause. Proceeds from sales are donated to Secondmeal, a non-profit organisation that provides meals to those in need.
Joan Lim, creative director at Wild said the agency wanted to offer practical help to those in need, which it has been able to do through Secondmeal. She added, "This project definitely came at a cost as our agency was running at full steam and manpower was tight. Not to forget, we had our BCP protocols in place, which made project operations really challenging at times but to see the hawkers’ faces light up when we gave them the tees, and to be able to thank them with what we do best — that felt truly priceless.”
Additionally, Wild also produced a video titled "Fighting COVID-19, One Dish At A Time". The minute-long video showed hawkers being interviewed about their experience working during the Circuit Breaker, and towards the end, being presented with the hawker-themed T-shirts. The video is shared on Wild's Instagram, Facebook, and YouTube channels.
Meanwhile, BBH created a campaign to celebrate migrant workers this national day in partnership with Freeflow Productions, and Fuse Adventures in Audio. The film titled “#ThankYouForOurHome” features a rendition of the song ‘Home’ sung by Aarika Lee. Running until the end of National Day weekend, the campaign will be supported by a host of influencers and celebrities who have worked pro bono. The campaign hopes to remind Singaporeans of their plight and the integral role they have played in building Singapore.
Launched in partnership with Itsrainingraincoats, the campaign is designed to raise funds for migrant workers that will be channelled to them via the ray of hope initiative, a member of the National Council of Social Services said. The donations will allow the organisation to arrange for the delivery of food, dry goods, data card top ups and other essential items for migrant workers. 100% of the proceeds will directly benefit the workers.
Janson Choo, group creative director of BBH Singapore, added that as Singapore celebrate 55 years of success, there is a group of people living amongst us who are often forgotten - the migrant workers. “They literally help build our country. So while we celebrate everything about our 'Home', we hope Singaporeans can join us and donate to thank them for helping build our homes,” Choo added.